The latest phase of an AHDB Pork promotion campaign will hit televisions from Monday 13 January.
The “Love Flavour, Love Pork” advert will run during top TV and on-demand shows, including ITV’s This Morning and Coronation Street, Channel 4’s Jamie and Jimmy’s Friday Night Feast, as well as Film 4, Sky 1 and Dave.
The thrust of the campaign is healthy eating, with suggestions for tasty pork dishes that have been given the green light for low fat, saturated fat, salt and sugar content.
AHDB head of meat marketing Liam Byrne said: “January is a time when people may be negatively influenced to cut food groups such as meat from their diet.” But Mr Byrne pointed out: “Cutting out food groups without careful substitution can lead to nutritional deficiencies.
“Our aim is to make it easy for more people to make a healthy, informed choice that’s also nutritionally balanced.
“Pork medallions are lean, naturally rich in protein, low in sodium and provide 10 essential vitamin and minerals, which contribute towards good health and wellbeing.”
The adverts are family focused, he said, and include simple dishes with recipes available on a dedicated website – LovePork.co.uk.
The campaign will be shared with shoppers on TV, social media and at supermarket fixtures through a variety of new animations, infographics and recipe ideas, which are also available for farmers and producers to share.
The advertising activity was created with feedback from farmers and producers who are part of AHDB Pork’s marketing group and will continue throughout January 2020.
The EU-spec SPP dropped back by 0.01p/kg in the week ended 4 January, according to AHDB figures.
Despite the fall, prices remain 22.41p/kg above the same week in 2019, AHDB analyst Felicity Rusk said.
Ms Rusk added that some price volatility could be expected in the early weeks of the year due to fluctuating throughputs and the mix of pigs coming through.
Estimated slaughter for the week to 4 January totalled 136,700 head.
“While this is considerably higher than last week [49,000 head], levels are still only 80% of normal throughputs.
“On lower-throughput weeks such as this, the mix of pig coming through, and the varying level of activity at different plants, can influence price moments. Price volatility is expected until full kill weeks recommence,” she said.