Pulled Pork Campaign Brings In Millions of Pounds

UK - The second phase of a promotion campaign for pulled pork brought in 313 million for the industry, according to levy board AHDB Pork, which ran the campaign.
calendar icon 23 September 2016
clock icon 3 minute read
By: Jemma

Independent research company Kantar revealed 30 per cent of the spend came from consumers who had not previously bought a pork, beef or lamb roasting joint. 56 per cent came from buyers that usually only buy pork once or twice a year.

In addition, the campaign brought younger shoppers to the category, and two-thirds of shoppers were under 55 years of age, the campaign's target demographic.

The campaign aimed at inspiring consumers to try pulled pork at home, either by cooking it themselves or buying a convenient version.

This was measured by an increase in sales of pork shoulder and convenient pulled pork products and attitudes to pork.

The results show the second phase of the pulled pork campaign once again stimulated demand for the currently under-utilised pork shoulder joint, and had a wide impact on the whole fresh pork category.

UK retailers were also supportive, sourcing an average of 92 per cent of their fresh pork shoulder and pulled pork products from Britain during the campaign. In addition, 59 per cent of the sales value increase was from shoppers buying pork shoulder, without cutting spend on other meats.

Kirsty Walker, AHDB Pork, head of marketing, said: "We are really pleased with the results. It's really important we maintain momentum and keep inspiring consumers to buy pork."

Kantar Worldpanel's analysis shows the second phase of the campaign generated over £7.55 of additional sales for every £1 spent on marketing by AHDB Pork.

AHDB Pork chair, Meryl Ward said: "In pulled pork has grown in popularity and is something consumers are obviously enjoying cooking. It's important we keep this momentum up so I'm excited to see what the next campaign will look like."

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