The British Pig Executive said this week it had received 18,318 responses to its direct mail and newspaper insert campaign, which it ran last month. It claimed the initiative had driven more visits to its website - - with recorded hits rising from 1,000 in March to 1,500 in April.
The mail shot, posted to 250,000 consumers’ homes and inserted in 240,000 copies of The Observer, invited people to fill in a form supporting BPEX’s campaign on pork imports. BPEX marketing manager Chris Lukehurst was delighted with the 3.7% response rate. Almost 100% of respondents were in favour, he said.