Airing of phase two of the marketing campaign from AHDB Pork, which depicts the simplicity and great taste of pulled pork, has been timed to coincide with Valentine’s Day and Mothering Sunday.

The TV schedule will be supported by PR, social media and in-store activity, as well as the development of a range of new recipe ideas available from www.lovepork.co.uk.

According to Kantar Worldpanel data from the first campaign period, pork shoulder sales recorded a 19.2 per cent uplift year-on-year, with an extra 206,000 households purchasing pork shoulder.)

As the advertisement has been timed coincide with a number of key family-focused dates, AHDB Pork has created a number of new and exciting pulled pork recipe ideas which are fit for the occasion.

These include Valentine’s Day Pulled Pork Pot Pies and Sweet Spiced Pulled Pork With Plum Compote for Mother’s Day as well as modern and international influenced Pulled Pork Vietnamese rolls and Pulled Pork Middle Eastern Flatbreads.

In addition to whole shoulder roasts, more convenient ideas using quick cook pork shoulder steaks and ‘leftover’ meal ideas are also featured on the Love Pork website.