Smithfield

WE SPEAK PORK

Food brands love to wax poetic about their food. But if you have taste buds, you know the best food speaks for itself.

Smithfield was in need of a long-overdue brand refresh that put the focus back on what they do best: pork. So, we went straight to the source to hear what makes Smithfield pork so damn good. And handed Smithfield pork a mic to let it do the talking. Literally. The only poetry being waxed was by the pork itself.

We tapped the voice of Sonic the Hedgehog – Emmy-award winning writer/actor/comedian/funny person Ben Schwartz – to voice Smithfield pork. With simple, yet mouth-watering food photography and a first-pork perspective, we refreshed an iconic pork-maker with an array of spots starring Smithfield pork, running on both broadcast and as OLV. Our campaign extended into social, where we gave our bacon the login to our accounts and let it run wild. Our phones got really greasy.

When you’re working with a brand that’s the voice of pork, all you have to do is give the pork a voice.