Selling pork by celebrating connection.
Challenge
Too many people simply don’t know how to cook pork. Though its benefits are relevant and recognized—lower fat, versatility, smaller carbon footprint—pork gets passed over for more familiar meat options. Facts alone weren’t compelling; we needed to inspire people to use it.
Solution
The pandemic-fueled social isolation aligned with our larger brand story: Prairie Fresh pork provides more than dinner; it provides the emotional anchor for sharing mealtimes with others. We presented recipe ideas, adding the emotional seasoning of connection to everyone.
A focused brand re-launch.
We addressed our two goals of brand awareness and driving in-store traffic by focusing our modest budget on DMA targeting. We also aligned both our brand- and account-based messaging around product distribution to make every dollar work much harder.
Celebrating connection …
…with a steady stream of meal ideas.
Launched in a time of isolation, we drew a tight connection between pork and the importance of everyday meals with family. Our #MakingMealtimes campaign celebrated togetherness, offering recipes and cooking tips from chef influencers.
Geo-targeting to drive traffic in-store.
We promoted our consumer campaign through a strategic channel mix of digital, paid social, podcasts and streaming. The highlight was a campaign of geo-fenced mobile ads that activated when shoppers were in store, presenting full screen meal ideas on their smart phones as they shopped.
In just four markets, this effort drove 367,512 store visits at just $0.16 each, significantly below Placed’s benchmark of $0.21-0.68.
That just might be Prairie Fresh’ best connection of all.
Shooting in-house. Literally, in our houses.
We worked around the pandemic’s limitations by running photoshoots and recording sessions from our homes. Our content publication stayed steady, with no compromise of quality or quantity.
