Building on its strong retail recognition, Smithfield extended its message to foodservice with a campaign celebrating chefs’ love of pork by highlighting the unmatched variety and trusted quality of its bacon, ham, and sausage offerings.
Challenge
As the world’s largest pork producer, Smithfield needed to reaffirm its leadership in the foodservice space specifically for its core product brand: Smithfield bacon, ham, and sausage. While known at retail, the brand needed a message that would resonate uniquely with chefs and operators seeking bold flavor, menu versatility, and value-added protein solutions.
Solution
FoodMix adapted the successful retail tagline “Eat What You Love” to foodservice language with Serve What You Love, a chef-forward campaign rooted in passion for pork. With a wide range of staple and specialty pork products, Smithfield delivered the variety, consistency, and craveability operators need to build menus guests love. The campaign positioned Smithfield as the go-to partner for unapologetic meat lovers and the food pros who serve them.
