Pig industry promotion success
UK - The pig industry's May-June 3630,000 promotion campaign, which targeted particularly receptive consumers, has chalked up some significant successes.
21 July 2003
3 minute read
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Sales of mince increased 18 percent.
Chops were up ten percent.
Diced/cubed pork was up nine percent.
For six weeks the campaign targeted two millions householders, predominantly in the south, with quick-pork recipes and money-off vouchers.
Feedback through supermarket loyalty card holders shows sales of pork were up 11 percent during the promotion and frequency of pork purchases went up 10 percent.
This unambiguous result is critical to British pig producers. Levy income has almost halved over the past five years so it's important to use new, low-wastage ways of getting the industry's sales message across.
Direct targeting of specific consumer types has been proposed as a key plank of future campaigns - but it was essential this first experiment proved successful.
MLC pork marketer Chris Lukehurst says the results are looking very good.
Not only were sales up during the six weeks of the campaign - they stayed up four percent for three weeks afterwards (perhaps longer - figures not available yet).
This lasting effect was a key ingredient of the campaign. "We hoped to persuade people to add at least one new pork meal to their fortnightly repertoire of meals," said Chris Lukehurst.
In a report to the British Pig Executive last week he gave the results of a series of follow-up doorstep interviews.
- Prompted recall of the promotion pack was 70 percent (against an industry benchmark of 50-65 percent).
- Forty-six percent of recipients who had read the pack (industry benchmark 37 percent).
- The number of people who had tried one of the recipes was 13.7 percent.
- Over a third intend to try one the recipes - 36.5 percent.
| Positive reaction to statements compared to non-receivers of the pack | ||
| Receivers | Non-receivers | |
| Pork is good for a variety of dishes | 46% | 43% |
| Pork is easy to cook | 48% | 43% |
| Pork is quick to cook | 39% | 33% |
| Pork is suitable for any day of the week | 48% | 35% |
The promotion was carried out with Tesco in the Midlands, Sainsbury's in the south and Morrisons in the north and covered over 40 towns. The targeted consumers (with very brief descriptions) were:
- Convenience with kids. Young families needing quick meals that children will eat.
- White Meat Loyals. No children yet, health-conscious, eat more pork and chicken than beef and lamb.
- Big on Variety. Kids becoming more adventurous with food so Mum is looking for new ideas.
