THE LATEST activity for the “Give A Fork About Your Pork” started this week with a new TV ad.
The 30-second advert on Channel 4 will highlight the “responsible production standards and provenance guarantees” behind Red Tractor pork.
The campaign, which first launched in January, features a new creative that has been developed to appeal to “food savvy mums”.
Tony Goodger, BPEX foodservice trade manager, said the campaign comes “at an important time for the sector” and encouraged caterers to take advantage of the increased awareness it will create.
“The Red Tractor logo is the most powerful indicator of rigorous and responsible production standards in British pig farming – and one which foodservice operators can use to actively promote their sourcing policy and quality assured pork dishes.
“By describing the remit of the scheme we can bring greater understanding and appreciation of its value and objectivity direct to diners.”
Caterers can “maximise impulse sales” by ensuring they source quality assured pork and make a feature of it on menus, he added.
The TV ad, featuring Jimmy Doherty, will appear on channels such as More4 and Good Food and during the commercial breaks of well-known food programmes with large viewing audiences, such as Come Dine With Me and The Hairy Bikers.
This will also be supported by video-on-demand, web banner advertising across Channel 4’s online sites and an intensive social media campaign.