Unlocking the Collective Power of Portfolio

CHALLENGE

Smithfield Foods has a large portfolio of meat products, from core Smithfield name-brand products to others including Nathan’s Famous, Carando and Farmer John. Across the portfolio these brands are recognized for their great taste, reasonable prices, and quality, earning them a place in shoppers’ baskets.

However, Smithfield Foods believed they were missing an opportunity to maximize impact with existing and competitive buyers as many shoppers are unaware that these separate brands belong to the larger Smithfield Foods family of brands.
Leveraging the positive sentiment and trust of the individual brands, Smithfield Foods wanted to unlock their portfolio’s full, collective potential.

SOLUTION

Created a relevant, emotional “One Smithfield” platform to unify the portfolio of Smithfield Foods brands under a common banner.

Showed consumers the increasing role the Smithfield Foods family of brands can play in their lives. Targeted the most relevant seasonal tentpole events to maximize our presence and share of cart. Versioned campaigns for partner retailers to each have ownable campaigns. All this helped retailers recognize the immediate value of a “One Smithfield” approach.

We invited consumers to
“Meat” Big Moments with Smithfield Foods

We kicked off the portfolio platform with the second biggest eating occasion of the year: the Super Bowl. We repurposed one of the big day’s most popular viewing activities, Squares, and reimagined it to reward every Smithfield Foods purchase with another chance to win a trip to the following year’s Big Game.

We then customized the program for different retailers, with bespoke creative and unique prizing to better speak to their audiences, and tailored plans to make the most of each retailer’s media network.

PUBLIX RESULTS

Smithfield’s biggest Publix program to date was successful in driving volume lift and also relationships with the category manager and buyer.

ALBERTSONS RESULTS

Tied to a critical Albertsons drive time of Super Bowl, we created a customized activation featuring the “Powered by Protein” flag.

Smithfield was supported across all 12 ABSCO divisions from digital, Big Book and in-store executional elements featuring an assortment of portfolio brands.

SHOPRITE RESULTS

Brought the power of the Smithfield portfolio to the existing ShopRite-led Super Bowl program during this key retailer drive time by customizing the creative while maintaining the Powered by Protein message.

Multiple tactics including digital, mobile, in-store and circular promoted the participating brands driving significant lift in volume and dollar sales.

AHOLD RESULTS

We brought Powered by Protein to Ahold by overlaying the traditional Family Ad with campaign equity and a scale offer.

The campaign was customized to promote participating Smithfield Foods items immediately prior to the Super Bowl.