Black Farmer

The Black Farmer founder Wilfred Emmanuel-Jones will star in the brand’s first TV ad campaign in February

The Black Farmer is to launch its first roast-in-bag pork joint next month, with a listing at The Co-op Group stores nationwide.

The sage and onion pork loin joint goes on sale on 19 October (rsp: £4.50/500g). It would be followed by the launch of a chilli and herb variant later this year, said Black Farmer founder Wilfred Emmanuel-Jones, with wider distribution in the mults from next March.

The joints will be RSPCA Approved from high-welfare farms, was the food brand’s first venture into roast in bag technology, and designed to offer consumers a convenient way to prepare a “classic mini roast”, added Emmanuel-Jones.

The brand currently sells a selection of its premium sausages across the mults, and a fuller range including meatballs, chicken, cheese, eggs and bacon with Ocado.

It will launch its first-ever above the line ad campaign in February, featuring Emmanuel-Jones - who has recently recovered from acute myeloid leukaemia - and shot by Hollywood film director Tony Kaye, who has filmed TV commercials for Dunlop, Tag Heuer, and Volvo, music videos for the likes of the Red Hot Chili Peppers, and critically acclaimed thriller American History X.

The ad will appear on Channel 4 and in cinemas, and will focus on the brand’s modern British heritage. “Lots of brands are fighting over the same space in category dominated by own label,” Emmanuel-Jones added.

“The only way to dominate the category is to do above the line advertising. We hope our ad will change the rules of how you advertise a meat brand, stimulate the category and make sausages chic.”