The Mix Up Midweek campaign, which is now in its fourth year, generated over 20 million impressions on social media and three million impressions via video on demand. It proved popular with consumers, with eight in ten questioned claiming they liked the adverts. 40% said they remembered seeing the adverts, equating to nearly double the food and drink industry average of 21%.

The news comes against the backdrop of significant retail growth for pork across the last year, driven by various factors, making pork the fastest-growing protein by meal occasion in the last 12 months. Independent retail sales data from Kantar showed a 71.1% increase in sales of pork medallions in the year to 21 February 2021. During the same period, pork meal occasions grew by 20%, outstripping all other proteins.

Angela Christison, AHDB Sector Strategy Director for Pork, said: “We’re really pleased to see the latest campaign driving a very positive reaction from consumers. The desire to buy pork is now at its highest level in three years.

“Supporting a positive attitude towards pork is a long-term strategy. We’re keen to continue building upon the success of previous phases of the campaign as we see more and more consumers cooking pork throughout the week.

“The support from farmers, processors and retailers for these campaigns has been great and allows us to act as a united industry to support pork consumption.”

The latest £1.3m burst of the campaign was part of AHDB’s ongoing drive to shift consumer attitudes to pork by positioning it as a healthy, easy and versatile option for a midweek family meal. With two bursts of activity, focusing on pork medallions and pulled pork, the campaign featured a light-hearted national TV advert, complemented by the use of video on demand, social media and advertising in supermarkets.

For a range of pork-based recipes and a series of how-to guides, as well as information around the different pork cuts and healthy eating, visit lovepork.co.uk.