UK pig meat processor Vion Food Group has enlisted TV personality and winner of a TV cooking competition Nadia Sawalha and food psychologist Dr. Christy Fergusson to help it launch the second phase of a major campaign to encourage more UK consumers to eat British pork.

The company aims to raise awareness of the role fresh pork plays in a balanced nutritious diet for its New Year's promotion entitled, "Eat Yourself Happy." The promotion will launch following the results of the latest consumer research into people’s New Year's eating habits and will comprise of media relations, digital marketing and social media, helping to inform and inspire consumers.

“As a leading UK pork processor, we have a central role to play in promoting fresh British pork and educating consumers about how to incorporate it into their diets," said Vion's sales and marketing director Melody Chapman. “The latest initiative in our ‘Put Pork on Your Fork’ campaign, ‘Eat Yourself Happy’, aims to help consumers broaden their repertoire and experience new cuts of British pork through exciting recipes and helpful videos from both Nadia and Dr. Christy. By promoting quality British pork, we’ll be helping to support British pig farmers and increase the value of the category as a whole.”