Ed Bedington
Meat chiefs have teamed up with retailers to target one million households in a bid to boost sales of British pork.
The Meat and Livestock Commission, along with Tesco, Sainsbury and, on a small scale, Morrisons, will be conducting a £630,000 door drop campaign to encourage interest in pork among consumers.
Chris Lukehurst, the MLC's pigmeat marketing manager, said they had identified three main consumer segmentations using data from Taylor Nelson Sofres.
"We've identified them as having the maximum potential to increase their pork consumption."
A series of three door drops will begin on April 21 and will feature innovative recipe ideas featuring different cuts of pork. Lukehurst said: "We're promoting a lot of quick and easy cuts which people don't always recognise."
The recipes include combinations such as pork steak with apple and cheese, pork sweet and sour wraps, and pork chops with crispy bacon and barbecue sauce.
The promotion is also being backed by a promotional offer from the retailers involved. For example, Tesco will be offering £2.50 off a £5 purchase of pork.
Each door drop will be spaced two weeks apart, said Lukehurst. "People generally have a two week portfolio of meals. Just as they're beginning to forget about the first drop, the second will arrive. We think prompting people three times is enough to make it a habit."
The first drop will hit one million households, the second 800,000 and the third around 750,000, which Lukehurst said would allow them to see which is most effective, one, two or three mail drops.
The results of the campaign will be evaluated with the help of Sainsbury's and Tesco's loyalty card data and Lukehurst said they would know how successful the campaign had been in June.
"If it's been successful, we're hoping to work with other retailers in the autumn to roll this forward," he added.
"If we can just get 10% of those one million households to add one more pork meal into their repertoire, that would be a significant increase."
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Meat chiefs have teamed up with retailers to target one million households in a bid to boost sales of British pork.
The Meat and Livestock Commission, along with Tesco, Sainsbury and, on a small scale, Morrisons, will be conducting a £630,000 door drop campaign to encourage interest in pork among consumers.
Chris Lukehurst, the MLC's pigmeat marketing manager, said they had identified three main consumer segmentations using data from Taylor Nelson Sofres.
"We've identified them as having the maximum potential to increase their pork consumption."
A series of three door drops will begin on April 21 and will feature innovative recipe ideas featuring different cuts of pork. Lukehurst said: "We're promoting a lot of quick and easy cuts which people don't always recognise."
The recipes include combinations such as pork steak with apple and cheese, pork sweet and sour wraps, and pork chops with crispy bacon and barbecue sauce.
The promotion is also being backed by a promotional offer from the retailers involved. For example, Tesco will be offering £2.50 off a £5 purchase of pork.
Each door drop will be spaced two weeks apart, said Lukehurst. "People generally have a two week portfolio of meals. Just as they're beginning to forget about the first drop, the second will arrive. We think prompting people three times is enough to make it a habit."
The first drop will hit one million households, the second 800,000 and the third around 750,000, which Lukehurst said would allow them to see which is most effective, one, two or three mail drops.
The results of the campaign will be evaluated with the help of Sainsbury's and Tesco's loyalty card data and Lukehurst said they would know how successful the campaign had been in June.
"If it's been successful, we're hoping to work with other retailers in the autumn to roll this forward," he added.
"If we can just get 10% of those one million households to add one more pork meal into their repertoire, that would be a significant increase."
{{MARKET EDGE }}
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