FARMLAND RE-BRAND

The Assignment: Re-brand Farmland, a regional meat brand. Farmland is known for bacon, but had never stood for something as a brand. The Insight(s): Research and focus groups revealed that Farmland had a unique proposition in pork: Farmland truly is a pork provider, not "meat" in general, and that's something consumers didn't know. In addition, after spending lots of QT with Farmland employees from every step in the pork process, it was evident that Farmland does it right. They are passionate about what they do, and take the time and steps to do it right. And that's also something consumers should know. The Idea: Position Farmland as THE pork brand, driving awareness for Farmland's unique points-of-difference through the most mouthwatering pork plate shots possible. It's simple, but an essentially effective first step in re-branding. Each TV spot goes from prep to plate, leading up to the brand's new "Passion For Pork Since 1959" tag. An original blues/rock track was commissioned, and AVO featuring seasoned character actor Powers Boothe offered a truly flavorful voice to the brand. Print, outdoor, a new website, social media, point-of-sale programs and a packaging overhaul brought the brand to a consistent place at every touch-point.