A social summer campaign is being launched by Pork Farms to push the sales of its key products in the summer trading period.

The campaign will sponsor National Picnic Week and the National Village Cup to provide occasions for consumers to enjoy the chilled pastries.

Andy Napthine, head of marketing at Pork Farms, said: “Owning occasions with which pork pies are typically associated will support our social summer, which encourages families to get together more often and enjoy quality time away from the day-to-day distractions in life.”

Napthine added: “Picnics and pork pies go hand-in-hand and Pork Farms aims to become the brand synonymous with this trend, to help increase frequency of purchase and drive overall category sales.”

Consumer competitions will also be run online and on the radio to increase the awareness of the summer activities.

The Nottinghamshire based brand will become the official pie maker of the annual cricketing event, the National Village Cup.

Sampling strategies

Napthine continued: “This sponsorship allows us to own the afternoon tea break, which is traditionally associated with cricket. We’ll be focusing on sampling activity throughout the summer, hosting afternoon tea parties at various cricket matches and engaging with cricketers at all levels through targeted activity in press titles and online.

“This awareness driving strategy will put Pork Farms front of mind with the aim of increasing penetration across our target audience all year round.”