It has enlisted the backing of former Masterchef champion Nadia Sawalha and food psychologist Dr Christy Fergusson to help raise awareness of the role fresh pork plays in a balanced nutritious diet. The campaign will also showcase the mood enhancing properties and versatility of pork.

Eat Yourself Happy will launch following consumer research into people's New Year eating habits and will comprise media relations, digital marketing and social media.

"As a nation we do love to eat pork, but we've lost our adventurous side. At this time of year, fresh pork is often overlooked as a great food ingredient, where many cuts are very nutritious," said 'Put More Pork on Your Fork' ambassador Jimmy Doherty.

"This campaign is all about educating the public about the health benefits of putting British pork on your fork, and I'm proud to be supporting it once again."

Vion's latest initiative aims to help consumers broaden their repertoire and experience new cuts of British pork, through recipes and videos from both Nadia Sawalha and Dr Christy.