BMB, an AHDB roster agency, picked up the business after a pitch against other roster shops. The previous incumbent on the account was DDB UK.
The AHDB wants to increase awareness of the ways in which British pigs are raised with higher welfare standards than those on the Continent. The awareness drive is set to take place before changes to European pork regulation come into being. There are fears that the changes could result in the UK being swamped with cheap meat.
The board is also simultaneously conducting a review of its media arrangements for its pork promotion but has yet to select an agency.
The AHDB's roster of agencies is JWT London, Archibald Ingall Stretton, The Red Brick Road, DDB UK, TBWA\London, MPG Media Contacts, OMD UK and UM London.
Recent advertising activity behind UK meat products included a drive to encourage women to get involved with barbecues during last summer's football World Cup.