The Big Pig Out


The Agriculture and Horticulture Development Board (AHDB)


Consumer PR, Broadcast PR

Campaign to readdress consumer misconceptions around the fattiness of pork medallions.

As part of our work to promote the health properties of Pork Medallions we teamed up with farmer Fergus Howie to campaign to remove terms including ‘Pig out’, ‘Porker’ and ‘Eat like a Pig’ from the dictionary – because they are offensive to pigs, and completely inaccurate thanks to modern farming and butchery techniques.

Our aim was to use the scientific data on the leanness of pigs to start a conversation about how outdated these terms are and raise awareness of pork as a low fat option. (Pork medallions are now 44% leaner than they were in the 1970s, and contain less fat than skinless chicken breast!)

Bringing home the bacon with over 100 pieces of top tier coverage 

Good Morning Britain were quick to get behind the story, as were BBC Breakfast, Daily Mail, The Times and The Sun to name but a few. With over 100 pieces of top tier coverage you could say we brought home the bacon! 

This was a 

Consumer PR & Broadcast PR

Project for The Agriculture and Horticulture Development Board (AHDB)

Learn more about Consumer PR

You may also like

Live For The Story
Safety Chic
View our Work
Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google