Each dish in the campaign costs under 拢1.50 per portion, as the campaign aims to appeal to 鈥榖udget-conscious' families.
AHDB has launched a new campaign: '', to champion the meat as a ‘delicious, healthy and versatile choice for families'.
The campaign advert will run throughout February, bringing recipes to life and highlighting the health benefits and value of pork.
It will run on Netflix, Sky, Channel 4 and ITVX, as well as social media, YouTube and in supermarkets.
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The campaign features winter-friendly recipes using 5% fat pork mince, loin steaks and medallions, such as hoisin pork meatballs, air-fried loin steaks with roasted vegetables, and Spanish pork with butter beans and chorizo.
Each dish costs under £1.50 per portion, as the campaign aims to appeal to ‘budget-conscious' families.
British pork
Head of domestic marketing, Carrie McDermid, said: "This new campaign brilliantly highlights British pork as a versatile and affordable alternative to chicken. The adverts inspire confidence and creativity in cooking while showcasing how pork can be used in a variety of healthy and delicious dishes.
"We are excited to see how consumers respond and are confident this campaign will drive even greater success. We encourage levy payers to support the campaign by engaging with us on social media."
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The campaign takes a multi-channel approach to showing consumers where their food comes, highlighting the environmentally friendlier practices of British pork producers and championing the best of British farming.
Pork Sector Director, Angela Christison, added: ‘'Consumer groups who saw the new campaign said that the new adverts made them want to 'go and cook pork that night'. This is just the strong and swift reaction we all want to see.
"We robustly test several possible campaign ideas with consumers before selecting the most powerful option. That way, we know we are likely to see results even better than our existing campaign, which served as the ‘thing to beat' benchmark during the research."
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