Farmland's image makeover
September 10, 2013
by Meat&Poultry Staff
KANSAS CITY, Mo. – Farmland Foods is coming to the marketplace with a new look, some new products and a comprehensive message to consumers.
Consumers will experience Farmland's new look across platforms — from the company's website to its product packaging. The company's core bacon and fresh pork products already bear the updated packaging, while remaining products with the refreshed brand will ship later in the fall, Farmland said.
Click image to view updated Farmland brand.
The new media campaign features TV commercials “For the Love of Pork” and “For the Love of Bacon”. The television campaign also includes “For the Love of The Holidays,” which ties in Farmland's array of products with the holiday season. Farmland’s media campaign launches Sept. 10 and includes TV, radio, print, out-of-home, search and social media.
In conjunction with the rebranding, Farmland is launching four new pork products:
• Homestyle Breakfast Sausage Links and Patties that contain natural antioxidants. The product has no MSG and is gluten-free.
• Fully cooked breakfast sausage links and patties with 50 percent less fat and 40 percent fewer calories than regular pork sausage.
• Upgraded Stack Pack Bacon now made with sea salt.
• Minimally processed bacon and breakfast sausage with no artificial ingredients, and no added hormones or steroids.
“We conducted extensive consumer research upfront to understand the different types of pork consumers, when and how they consume pork, and what needs are most important,” said Brendan Smith, senior vice president of Marketing and Innovation. “Based on this work it was clear that there are a high percentage of pork consumers who take a lot of pride and have strong passion for cooking with pork, and they want a brand that shares that same pride and passion.”