BMB has launched a campaign that aims to encourage younger people to cook pulled pork at home for the BPEX, which represents English Pig Farmers.

The campaign is the start of a wider marketing drive to rejuvenate the image of pork with young consumers.

The TV chef Tom Kerridge is lending his support to the ‘Achieve Lazy’ push, which seeks to make pulled pork an addition on the shortlist of British home-cooked favourites.

TV activity, comprising of one 30-second spot and a 10-second cut-down, shows how easy slow-cooked pork is to cook and that it provides a delicious family meal.

BMB’s spot follows a fictional family, The Watsons, as they find ingenious ways to relax thanks to the pork shoulder joint they have slow cooking in the oven.

The Achieve Lazy campaign, which broke on Friday 8 May will run for four weeks and is being supported by social, digital, Vlogger outreach, in-store promotion and the redesigned Lovepork.co.uk website serving as a campaign hub. 

Kerridge is acting as a spokesperson for the campaign and has produced a series of pulled pork recipes and ‘how to’ videos that will be available on the Lovepork.co.uk website and partner websites.

Other activity includes 1.3 million “Perfect for Pulled Pork’ stickers on packs of pork shoulder, a Facebook competition, a tie-up with the leading YouTuber Barry Lewis and a partnership with Netmums and a range of food bloggers.

Kirsty Walker, Head of marketing at BPEX, said “pulled pork is a dish that is relevant all year round, as a family meal or for a bigger get together. Over the past decade, sales of fresh pork have been flat or in decline and this problem is going to worsen if we don’t reach out to younger consumers and rejuvenate the image of pork. This is an issue that affects the whole pig industry and I’m delighted Tom is on board to help kick start this overall rejuvenation effort with our pulled pork campaign.”