24 CRAFTBUTCHER l JUNE 2019
PROMOTIONAL NEWS
AHDB CAMPAIGN ADDS £12 MILLION TO TOTAL PORK SALES
Almost £12 million of additional pork sales have been gained following the latest phases of AHDB’s Midweek Meals campaign, with the help of a giant chicken.
According to Kantar Worldpanel research*, pork medallion sales increased by 24 per cent and all promoted cuts by 13.9 per cent over 12 months. During the past two years, the same campaign generated a total of £25 million in additional sales for the industry.
The tongue-in-cheek TV adverts featured a man dressed as a giant disgruntled chicken and were seen by 83 per cent of UK households. Every pound spent on marketing generated an additional £7.31 in sales.
Importantly, the independent evaluation showed the campaign has successfully improved consumer perception of fresh pork as ‘suitable for midweek meals’ by 10 percentage points compared to pre-advertising.
More than three years ago, AHDB committed to attracting younger customers to pork – the latest campaign results show almost half of the £3.2 million additional sales generated came from
PORK midweek meals campaign success £7.31RETURN RETAIL SALES
96
10%POINTS UP
% of
UK HOUSEHOLDS REACHED BY THE CAMPAIGN
1
CONSUMER PERCEPTION OF PORK
MEAL TO
AS A MIDWEEK
Aug 2017
Campaign dates: 17th Sept – 28th Oct 2018, 14th January – 25th Feb 2019 1. Kantar Worldpanel Mix Model 2. AHDB/YouGov Consumer Tracker 3. 14 Jan – 24 Feb 2019, Kantar Worldpanel sales
2019 Feb2 £11.7
incremental revenue generated for total fresh pork market AS A RESULT OF THE ADVERTISING CAMPAIGN1
MEDALLIONS have INCREASED by
Volume sales of LOIN 68%
younger customers in the target category, aged 35 to 54 years old.
To support the TV adverts the campaign enlisted celebrities and social media influencers, such as health and fitness guru Lucy Mecklenburgh,
3 million
BY AHDB ON THE CAMPAIGN SPENT
The campaign did well at getting to
MORE FAMILIES
www.lovepork.co.uk
who encouraged shoppers to ‘break up with boring’ and discover easy international pork dishes. Joining up with retailers and independent butchers also gave the campaign a fluid and unified look and feel, helping win sales.
£1 1 7
LIGHT BUYER
SPE OF
3 eat pork 1
Nearly half the return came from our target audience*
(*35–54 yr age group) CAME
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MO00589_craft_butchers_ad_a5l.indd 1 17/12/2018 16:01
YOY
FOR EVERY
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