Bpex has kicked off its new consumer campaign to promote Red Tractor pork with a series of videos featuring pig celebrity pig farmer, Jimmy Doherty.

Three videos, featuring Doherty, went live on Channel 4’s 4OD service yesterday. In them, Doherty, who is himself a Red Tractor pig farmer, extolls the benefits of the Red Tractor scheme including how rigorous the standards are.

The videos will be shown around food shows on 4OD, such as Come Dine With Me and will run until 2 March.

Viewers can click through to longer Webisodes in which Doherty goes into more detail about the scheme and in which he showcases different cuts of pork as well as recipes including pork belly with plums and cinnamon. 

PR and social media will support the campaign, which runs under the strapline, ‘Give a fork about your pork’.