The campaign, entitled ‘Put Pork on Your Fork’, includes digital marketing, social media and consumer events to demonstrate the versatility of British Pork as an ingredient.

Starting this month, activity will comprise of a digital partnership with BBC Good Food, a social media web portal with recipes and video content, food blogger relations, and an event dubbed ‘One Pig Weekend’, to be held at Jimmy’s Farm.

Commenting on the campaign launch, VION Pork Business Unit’s Sales and Marketing Director, Melody Chapman said: “We are a nation who loves to eat pork, underlined by the 31.9B sales in the category.

"Recent consumer research, conducted by VION, highlighted a number of opportunities to bring more people into the pork category.

"Younger consumers in particular are often unsure of how to cook joints and gammon steaks, and may not realise the versatility of pork. We want to enhance their knowledge and awareness of this delicious healthy option.

“As a leading UK pork processor we recognise our responsibility to highlight the benefits of pork, encourage consumers to try new meals using pork and help them learn more about pork.

"The launch of ‘Put Pork on Your Fork’ shows our commitment to this approach and investment in British Pork. With Jimmy’s help, we’re looking forward to introducing new consumers to Pork throughout the year, and adding some excitement to the category.“