People love individual brands from the Smithfield portfolio but don’t cross-shop. With the opportunity to move 2MM more pounds of food by getting them to buy one more brand, this was too good to pass up. With Luke Bryan as our frontman we got people to see the good in every brand, nourish their families with more of them, and hit our goal.

Video has Luke sharing the spotlight with all the ways our brands create good meals and moments

Print, in-store and social brought occasions forward with Luke in the thick of the action, presenting moments and recipes

All touch points drove to our website with shoppable recipes