Smithfield

BRIEF

Since 2010 we have helped Smithfield Foods reposition its brands to be more consumer engaging. Our brand and creative strategy has focused on elevating the premium brand positioning of the brands. Our attention to consumer-centricity has brought appetite appeal and ease of preparation to life. And brand continuity across lines and SKUs has resulted in multiple products dropped in the shopper’s basket.

SOLUTION

We’ve collaborated closely with the brand teams to reposition the Smithfield brand along with several brands under the Smithfield Foods umbrella. Plus, we’ve been involved with the positioning and launch of multiple sub-brands. From planning focus groups and quantitative research, to composing brand guidelines for use by specialized agencies, our work is reflected in most Smithfield brands on pack, in-store and online.

IMPACT

Prior to our involvement, Smithfield was seen as a commodity brand. We’ve helped evolve it to a leading CPG brand. With that, marketing and advertising budgets have grown exponentially. The success continues with several GDUSA packaging design award-winners under the Smithfield umbrella. Our most recent winner: the Thick Cut Bacon line.

“Spark is a cherished and valued partner. Their responsiveness is unmatched. Their bold approach to strategy and creative always opens our eyes to new possibilities. They have been integral to Smithfield becoming a sought-after CPG brand.”
Smithfield Foods