22 CRAFTBUTCHER l OCTOBER 2017


MARKETING CAMPAIGN


REBECCA ADLINGTON OBE SIGNED UP TO GET LATEST AHDB PORK CAMPAIGN OUT OF THE STARTING BLOCKS


OLYMPIAN Rebecca Adlington OBE, is announced as the ambassador who will make AHDB Pork’s Midweek Meal campaign go swimmingly. Double Olympic gold


and bronze medal winning swimmer, commentator, mum and now passionate cook, Rebecca has been wowing the nation with her culinary skills on Celebrity Masterchef. Tis newly found love of


food will be put to good use, by supporting AHDB Pork’s Midweek Meal campaign, demonstrating to the nation how lean and easy to cook pork loin and fillet medallions truly are. Rebecca will be developing


her own pork medallion recipe, which she will be showcasing at a cooking- based consumer journalist event in October. She will also act as spokeswoman for the campaign, championing the


medallions’ ease and low fat credentials. Rebecca said: “I was really


shocked to be asked to do such a campaign, as I’ve not historically been known for my cooking. However, when it


which had the motto ‘Inspire a generation’, which I suppose is what I aim to do now with this campaign – to inspire other mums and families to give pork a try. “Being part of this year’s Masterchef has really boosted my confidence in cooking – and I look forward to encouraging people to develop quick, tasty, healthy meals.” Te


was explained how these cuts of pork are really lean, quick to cook and make ideal meals for busy parents – it clicked. “I always thought pork


was a fatty meat, so was really surprised to learn how lean and low fat these cuts are. I was so proud to be part of the home Olympic Games in 2012,


campaign, which is designed to challenge consumers to dive a little deeper into their midweek meal cooking habits and try something new, launched with its TV advertising campaign on September 25 and will run until November 5. Kirsty Walker, AHDB Pork


head of domestic marketing, added: “Rebecca is a great asset for us to have for the campaign. As an athlete and a mum, we felt she strikes the right balance for us to communicate the message to consumers that pork medallions offer a healthy and nutritious meal, which cooks quickly to fit in with busy family life. “We know many people


have a perception that pork is a fatty meat, which can act as a barrier for them to try it. Te aim of this campaign is to help educate consumers that pork medallions are tasty, quick and healthy, and therefore deserve to be considered as a relevant midweek meal.” AHDB Pork is providing


free POS materials to support the Midweek Meal campaign. To request a butchers POS kit please email lovepork@ahdb. org.uk. n


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