Pushing Pork

AN ADVERTISING campaign promoting 96 per cent fat-free pork as the healthy option is being run by the British Pig Executive (BPEX) in a number of magazines over the next couple of months.

The advertisements are being placed in food and lifestyle magazines and will be supported by a new promotional kit which has been sent out to more than 6,000 butchers nationwide. Consumer marketing manager, Chris Lamb, said: "Fresh British pork is one of the leanest meats available today. The aim is to build on the extremely successful campaign we ran last year focusing on the 96 per cent fat-free message."