A major new marketing drive to rejuvenate the image of pork with younger consumers is being launched this spring and the foodservice industry needs to prepare for increased demand from diners, according to BPEX.
While pork is popular with consumers over 60 years of age, younger people are eating very little fresh pork in the home. Following extensive consumer research ‘pulled pork’, which is already hugely popular in the foodservice sector, was selected as “a hero” dish to feature in the campaign and encourage increased demand for pork shoulder.
Commencing on 8th May, the TV led advertising drive focusing on pulled pork marks the start of a three to five year campaign to change perceptions of pork among younger consumers. A second burst of TV advertising will follow later in the year. The TV campaign will also be supported by PR and social media and has the backing of all the leading processors and retailers.
Foodservice operators can benefit
Although primarily aimed at the retail sector (the TV advertising aims to convince younger shoppers to try pulled pork at home by communicating how easy to cook and tasty it is), BPEX believes that foodservice operators can also benefit by promoting pulled pork dishes on the menu at a time when it is top of mind with consumers.
BPEX head of marketing, Kirsty Walker, said: “The TV campaign marks a significant investment by BPEX aimed at making fresh pork more relevant to today’s younger consumers.
“Extensive research led us to focus on pulled pork, a dish that is popular among younger consumers, a target group we urgently need to engage with. Already appearing on many pub and restaurant menus, we want consumers, especially 24-55 year olds, to try ‘pulled pork’ at home as this is a great dish to ‘reintroduce’ them to pork.”
“Over the past decade, sales of fresh pork have been flat or in decline and this problem is going to worsen if we don’t reach out to younger consumers. This is an issue that affects the whole pig industry and I’m delighted that the processors and retailers have got behind the campaign and are investing in it themselves, making it an industry-wide, integrated campaign. Changing consumer perceptions about pork will take time, but we are confident that rejuvenating the image of pork, starting with pulled pork, will add value to the supply chain.”
For further information on the campaign and how to get involved contact BPEX loveporkenquiries@bpex.org.uk