Shropshire Farming Talk: British pork is getting a makeover

A brand-new campaign from AHDB, ‘British Pork. But not as you know it’, is already inspiring consumers across the country with a fresh perspective on this fantastic ingredient. 

I am so excited to tell you all about it…

TV screens are now filled with mouth-watering pork dishes, presented against a striking blue and white backdrop designed to grab attention. 

Running until February 28, the campaign highlights pork’s rich flavour, versatility, and value, making it clear that this is an ingredient worth celebrating.

The adverts are hard to miss. They’re appearing across major TV platforms, including Netflix, Sky, Channel 4, and ITVX, as well as on social media, YouTube, and on in-store promotions. 

Each recipe featured in the campaign is designed for modern, busy households—winter-warming dishes like Hoisin Pork Meatballs, Air-Fried Loin Steaks with Roasted Veg, and Spanish Pork with Butterbeans and Chorizo. Importantly, they’re all budget-friendly, with each portion costing under £1.50, making them a great option for families looking for affordable, nutritious meals.

There’s a real excitement behind this campaign, and for good reason. It’s about more than just showcasing delicious meals; it’s about building confidence in British pork. By reinforcing the quality, affordability, and health benefits of pork, AHDB is making it easy to select pork for their families. And the response from consumers who have seen the adverts has been fantastic—many said it made them want to cook pork that very night!

Major retailers are backing the campaign, giving it a real presence in stores, where recipe cards and QR codes are guiding shoppers to a collection of easy, budget-friendly pork dishes. A multi-channel approach ensures the message reaches as many people as possible. 

Shoppers want to know where their food comes from, and this campaign makes that connection clear.

As always, extensive research and testing went into shaping this campaign to make sure it really resonates. The bar was set high — every idea had to outperform existing campaigns (‘Feed your family for less with British pork’ having seen £10.05 return in sales was reported for every £1 of levy money invested in advertising) before making the cut. Now, with its vibrant visuals and tempting recipes, it’s making an impact on screens and shopping aisles, encouraging people to see British pork in a whole new way.

For those looking to get involved, the campaign has a strong social media presence, and AHDB welcomes support from levy payers to help spread the word.

Full recipes and more details can be found at www.lovepork.co.uk/britishpork.

by Angela Christison, AHDB Sector director (Pork)