30.5m splashed on healthy pork campaign

UK - An advertising campaign promoting 96% fat free pork as the healthy option is being run by the British Pig Executive (BPEX) in a series of magazines over the next couple of months.
calendar icon 11 January 2006
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British Pig Executive

The advertisements are placed in food and lifestyle magazines such as Hello, OK, Take a Break, BBC Good Food, Good Housekeeping and Sainsbury's Magazine. It is being supported by a new kit which has been sent out to more than 6,000 butchers nationwide.

Consumer Marketing Manager Chris Lamb said: "Fresh British pork is one of the leanest meats available today. The aim is to build on the extremely successful campaign we ran last year focusing on the 96% fat free message.

"Lean pork is a really healthy option and with the spotlight on obesity, it has an important role to play.

"Changes in breeding, feeding and butchery mean the fat content of British pork has been dramatically reduced."

Source: BPEX - 10th January 2006

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