AHDB is spending £2.5m on a campaign to promote pork as an attractive midweek meal.
The adverts will promote healthy pork during prime-time TV shows such as Coronation Street, starting this week.
The advertising will tap into the new year health drive and will run until 24 February,
In addition to the prime-time TV advertising, adverts will appear alongside programmes aimed at a younger audience, for example American Dad, Family Guy and football fixtures such as the FA Cup third round.
A slot for the ‘foodie’ audience has also been booked during Jamie & Jimmy’s Friday Night Feast, in a bid to raise sales of cuts such as loin medallions and steaks.
Globally inspired, quick and easy-to-cook recipes using lean cuts of pork include Vietnamese pork with jasmine rice and Japanese caramelised pork with vegetable spaghetti .
AHDB is hoping that this campaign will bring millions of pounds worth of extra pork sales, as previous successful campaigns such as that for pulled pork have done.
Research is running to track results of the latest phase of the campaign, where advertising is supported by PR, social media and retailer activity.
“We know January is a key time of year when people focus on health,” said AHDB’s head of meat marketing Liam Byrne. “ To tap into that drive, we’ve collaborated with reality TV star Lucy Mecklenburgh, and personal trainer Cecilia Harris to help inspire people to cook pork as they try new healthy meals.”
Lucy is famous for her appearances in top shows such as The Only Way is Essex, Bear Grylls’ Celebrity Island and Tour de Celeb.
The latest campaign recipes can be downloaded from lovepork.co.uk/collections/pick-pork.