A pig sector campaign from AHDB aiming to spur on families to purchase pork for ‘quick, delicious and budget-friendly’ meals will return this summer following strong results.

Research has shown AHDB’s pork marketing campaign has “successfully shifted consumer perceptions, presenting British pork as a healthy, versatile and affordable meal option.”

Evaluation of the campaign by TwoEarsOneMouth showed a big increase in key attitudinal measures and a 6% increase in purchases intent which takes it to its highest level in the last four years.

A £10.05 return in sales was reported for every £1 of levy money invested in advertising, which equates to an additional £9.6m in retail sales.

AHDB head of marketing, Carrie McDermid said: “With a majority of people still very concerned about the cost of living, the campaign demonstrates the great value of British pork and positions it as a tasty and nutritious meat that can be used in lots of different meals.”

Running until July 31, the campaign will be featured across social media, YouTube, and in seven major supermarket chains.