AHDB Pork marketing campaign shortlisted for award
Published:  18 April, 2016

The Agriculture and Horticulture Development Board’s (AHDB) Pork sector has been shortlisted for a Marketing Week award. 

The levy board, which has never made the shortlist before, has been recognised with a nomination in the Market Disruptor category for its ‘Pulled Pork – Achieve Lazy’ campaign.

The Market Disruptor award acknowledges an organisation that has changed its market or industry through the use of a business model, changing focus or reaching new consumers.

The Achieve Lazy campaign has been designed to breathe life into the image of pork, with a focus on promoting the meat more with the under 55 market by encouraging them to buy pork shoulder and pulled pork to be cooked at home. The Pulled Pork campaign is the first of a long-term plan to boost the image of pork.

“To think we would be shortlisted for such a prestigious award was not front of mind two years ago when I was touring the country presenting the ‘Pulled Pork – Achieve Lazy’ campaign plan to farmers and processors,” said Kirsty Walker, AHDB Pork’s head of marketing.

“Back then, success was their support with which we built the campaign. I hope everyone involved in the campaign, from farm to fork, feel proud and can share in the success so far.”

The Marketing Week awards recognise campaigns from the world of corporate, agency, non-profit and consumer marketing and communications teams from across the UK. AHDB Pork will be going up against Marks & Spencer and Carlsberg in its category, with results being announced on Thursday 12 May.