Bpex has launched point-of-sale material for butchers as part of its campaign to promote pulled pork.
The kits will contain posters, window vinyls and recipes with the strapline ‘Perfect for Pulled Pork.’
Bpex hopes the campaign will help boost sales of pork shoulder, after the levy board found very few young people were eating fresh pork at home, remaining popular with over-60s age group.
The promotional activity will be supported by a £2m television marketing campaign.
Butchery and product development manager at Bpex, Keith Fisher, said: “We are hugely excited by this campaign and its potential impact on pork shoulder sales and wanted to give the independent retail sector every opportunity to benefit. We know that promotional kits are well received, not just by butchers, but also their customers, who can take much-needed recipe inspiration away with them. In fact, anecdotal evidence suggests that effective merchandising can increase sales by as much as up to 25%.”