Squealing onto the airwaves
by Meat+Poultry staff
SMITHFIELD, Va. – Smithfield is taking its brand message to the airwaves with its largest national broadcast advertising buy. The company recently launched its “Flavor Hails from Smithfield” campaign, which the company says celebrates the brand’s craftsmanship, history and flavor. The multimillion-dollar advertising campaign is appearing in two phases throughout the fall and winter over network and cable TV.
The “Flavor Hails from Smithfield” spots will air nationally on all three major network morning shows – ABC’s Good Morning America, CBS This Morning and NBC’s TODAY Show – along with top-ranked cable networks, including primetime programming on HGTV, USA Network, Lifetime and the Food Network. The 30-second spots will run in two flights through the end of 2015, delivering over 1.6 billion impressions in the US before and during the holiday season. The ads will also appear on social media channels and through online video. The campaign is scheduled to air through Dec. 23.
“This national broadcast advertising buy marks another critical milestone in Smithfield’s journey as a national consumer packaged goods brand, further establishing our heritage, commitment to flavor and leadership role in the industry,” said Will Brunt, senior vice president and chief innovation officer, in a press release.
“As the world’s largest pork producer, we hold ourselves to the highest standards, from the quality and flavor of our products to our emphasis on corporate social responsibility, and we believe these ads will help reinforce to consumers nationwide what makes Smithfield truly special.”