audience of over 45 million
The launch of the new recipe booklet Chose It and Use It has been a huge success. Just a week after its launch, the recipe booklet has been publicised on radio stations up and down the country. The booklet has even made it onto TV!
The highlight so far has been a two-minute slot on BBC Radio 2, where Christine Hamilton talked at length about the Pigs Are Still Worth It! campaign, the launch of Choose It & Use It recipe booklet and the importance of seeking out Red Tractor pork. A staggering 155 radio stations covered the launch of the recipe booklet and there was a feature on ITV Central.
The initial launch phase carried the campaign’s message to an audience of more than 45 million and the coverage generated is estimated to be worth over £217,000.
British pig farmers are facing uncertain times as crippling feed costs caused by soaring wheat prices may result in many of them being forced out of business. Farmers have been pleading for a fair price for their pigs since the end of last summer with the support of BPEX’s Pigs Are Still Worth It campaign.
BPEX has launched the new recipe booklet with some of the UK’s leading chefs which is aimed at inspiring consumers to seek out high welfare, quality assured pork such as Red Tractor and to try new recipes using this versatile and tasty protein. The booklet also includes pork recipes from celebrities Christine Hamilton and Liz McClarnon, both of whom are long-term supporters of pig farmers.
