TV presenter and pig farmer Jimmy Doherty will star in three short films on Channel 4 On Demand to raise consumer awareness about British pork.

The three-minute films, which will air for the first time today (3 January), will run for eight weeks and form park of the “Give a Fork About Your Pork” campaign, which has been developed with the aim of engaging consumers about the Red Tractor Pork brand.

The campaign comes at a critical stage, with the 1 January sow stall ban coming in to place across Europe and in the wake of Sainsbury’s decision to remove the Red Tractor logo from packaging.

The three films featuring Mr Doherty will tell the story of Red Tractor pork production in an entertaining and accessible way, communicating the core values and benefits – such as full chain assurance, responsible farming and stringent production standards.

Shorter versions of the films will also be available for viewing on a Channel 4 microsite.

BPEX interim head of marketing Karen Hughes said: “The campaign message seeks to prompt people to think about what they are buying, then make a conscious decision to choose Red Tractor pork – which in turn will help to support the British pig farmers.

“A recent survey that we [BPEX] undertook told us that people are willing to back Britain’s pig farmers and this will point them in the right direction.”

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