The campaign will feature a series of short films presented by Doherty on Channel 4’s online catch up service 4OD throughout January and February. Doherty will show support for pig farmers who produce meat to red Tractor standards and showcase a range of pork cuts and meal ideas with recipes available at porkforcaterers.bpex.org.uk .
Reduced supply and price rises are predicted for the pig meat sector next year when animal welfare legislation comes into effect throughout the EU. This will have an impact on the foodservice market as 68.4% of all red meat servings in the out of home market include pork and pork products (NPD Crest).
The films will be distributed via social media and streamed online through a dedicated Channel 4 micro-site and as video on demand via 4OD. Half-minute sections will be shown during factual and food programmes on 4OD enbaling viewers to click through and see the full-length versions. Advertising on the Channel 4 website will also drive consumers to the films with Doherty-owned media, BPEX’s Lovepork website and social media channels also ramping up engagement.
"These films will give viewers a behind-the-scenes look at the pig farming industry and the rigorous production standards that Red Tractor farmers work to," said BPEX foodservice trade manager Tony Goodger. "This should encourage caterers to source Red Tractor pork and consumers to ask about the pork that features on menus in pubs, restaurants and dining halls.
"We’ve teamed up with Jimmy Doherty for a number of reasons, not least because he will be able to articulate the Red Tractor message in a way that consumers will understand and warm to.
"To make sure consumers continue to enjoy the quality of pork they are used to, it is crucial for foodservice operators to establish effective supply chain arrangements. This will not only safeguard their supplies of Red Tractor pork and pork products but also help ensure the sustainability of the pig industry."