Eat Yourself Happy: Vion's pork push adopts a healthy message

Vion is kicking off the second phase of its generic pork marketing campaign with a health-focused message.

As of next week, the Put Pork On Your Fork campaign will run under the slogan Eat Yourself Happy and will be fronted by Celebrity MasterChef champion Nadia Sawalha and food psychologist Dr Christy Fergusson.

Comprising digital and social media activity as well as online recipes and videos, the campaign is intended to raise consumer awareness of the role fresh pork plays in a balanced, nutritious diet.

It would also help consumers broaden their repertoire when cooking pork, added Vion pork business unit sales and marketing manager Melody Chapman. “We have a central role to play in promoting fresh British pork and educating consumers about how to incorporate it into their diets,” she said.

The latest phase of Put Pork On Your Fork comes after it kicked off last summer with One Pig Weekend, which encouraged shoppers to host a party with British pork. Jimmy Doherty, the star of BBC2’s Jimmy’s Farm, ran a sausage and beer festival, and remains frontman for Vion’s push.