The campaign picked up two awards, a prestigious Platinum SABRE Award for European, Middle Eastern and African PR Campaign of the Year, as well as winning a Gold SABRE for the category of UK and Ireland PR Campaign of £100,000 or more.

The Pigs Are Worth It! Campaign was run by the British Pig Executive (BPEX) and the UK’s National Pig Association with PR agencies Weber Shandwick, Good Relations and HD Communications.

BPEX Head of Marketing Chris Lamb said, "It is very gratifying to win this for our campaign that succeeded in highlighting the serious issues threatening the future of the English pig industry. The award recognises the professionalism and dedication of a team of very talented people working with and on behalf of English pig levy-payers. It really is the icing on the cake."

The SABRE Awards is an international competition which seeks to recognise Superior Achievement in Branding and Reputation. They are awarded to those public relations, reputation management and brand building campaigns that exemplify a strategic approach in research and planning, innovative thinking, integrity and effectiveness.

Over the past four years, the European SABRE Awards have become established as the most sought-after awards in the European public relations business, attracting more than 1,200 entries from more than 28 countries throughout Europe, the Middle East and Africa.

This year the awards ceremony took place in Stockholm, Sweden where several hundred PR professionals came together to celebrate the best PR from Europe, the Middle Eastern and Africa.