Government body seeks creative agency to promote pork

The Agriculture and Horticulture Development Board, the body that oversees Britain's farming industry, is on the hunt for an agency to handle its advertising account for pork.

Pork pitches will take place before Christmas
Pork pitches will take place before Christmas

The appointed shop will be charged with raising the profile of pork among 25- to 55-year-olds and challenging the perception that it is not a versatile meat.

The statutory review is being run through the Crown Commercial Service. Pitches will take place on 21 and 22 December, and a decision is expected by 6 January.

Earlier this year, AHDB Pork launched an ad called "achieve lazy" by BMB in which a man enjoys a lazy Sunday after popping pork into the oven. 

AHDB Pork is looking to build on this campaign, which it believes increased sales of fresh pork by £7.8 million.

BMB was appointed in 2011 after winning a pitch against other AHDB roster agencies.

Sales of bacon and sausages have dropped by £3 million over the past two weeks, according to IRI, following reports from the World Health Organization that processed meats can cause cancer.

AHDB Pork did not return a request for comment.


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