Farmland

Making Farmland Synonymous With Pork

Cannonball worked with Cambridge Research to transform Farmland Foods from a “meat” company into a brand that consumers reflexively associate with pork like Perdue and Tyson are synonymous with chicken.

Based on the insights provided through the brand positioning study, Cannonball crafted a brand architecture that successfully married the heritage and integrity of the Farmland brand with consumers’ inherent excitement for pork and the joyful role it plays in their social gatherings.

Cannonball designed new packaging for over 200 SKUs

Cannonball then brought this positioning to life by creating a new brand identity including a new logo, tagline, portfolio package design and a brand advertising campaign driven by a new tagline – “Passion For Pork Since 1959.”

Our campaign included broadcast TV, a new responsive FarmlandFoods.com, digital media, outdoor, in-store activation and social media.

"Passion for Pork" commerical launched the new campaign
"Breakfast is Served" Broadcast Commercial
"Farmland Prime" Broadcast Commercial

We also teamed up with our media and PR agency partners to develop an integrated press plan that leveraged relevant food bloggers and digital content destinations.

And to truly reach bacon lovers (a unique consumer segment with powerful digital influence), we created the Farmland Bacon Club, a loyalty program and digital content machine that spiked bacon sales in-store and brand engagement online.

Farmland expanded its reach online with a series of fun, branded content series like "Bacon History".
Farmland Passion for Pork - Pork Sandwich

The Result

The initial Farmland re-launch campaign made an immediate impact, delivering a 14% sales increase in media markets.