MILTON KEYNES, Scotland. – Saucy, no-holds-barred advertising is a trademark in Great Britain, but the pork industry’s latest promotion campaign may have gone too far.
Struggling for survival in a competitive European Union market, the campaign states the difference between animal husbandry in Great Britain and the Continent.
Denmark and the Netherlands issued complaints as soon as the campaign started.
“After she’s fed them, she could be fed to them,” said one poster of a sow with her litter.
The poster hints at the practice of feeding animal-derived protein to hogs in Europe. This is illegal in the United Kingdom.
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Some thought the ads were sponsored by a radical animal rights group.
“We’ve had to go for some really shocking adverts really to get people thinking about the animal welfare,” said Mo Herd. She is part of the pork promotion team at the Meat and Livestock Commission that supports the red meat industry in the U.K.
The Advertising Standards Authority is investigating complaints and the campaign may be pulled.
The British pork industry realized the ads were shocking and made British consumers think about where their bacon came from.
There is no country of origin labeling and there is confusion among consumers.
Packages may say the pork was produced in the U.K. but that could mean the hog carcass came from Denmark and was packaged in Britain.
Chops, loins and roasts are probably British but cheaper, further processed cuts are likely imported from Holland, Denmark and France.
“The bacon particularly, and the ham are coming from abroad,” said Herd.
The commission also developed a radio campaign to tell people to look for the British quality pork label to ensure the meat is home grown.
This is a quality assurance label that guarantees the pork came from audited farms that adhere to the highest standards of animal welfare and food safety regulations.
The commission also embarked on regional ads in pork producing areas that feature real farmers with their pigs entitled “Best of Breed (we’re talking about the farmer).” They promote a clean lifestyle on a typical British farm.
“They went down like an absolute storm. People loved them,” said Herd.
The commission’s next move starts in April when it launches “A recipe for love” campaign. This offers recipes and a softer approach to pork promotion where it is depicted as a family meal cooked with love.
