The situation

Farmer John is a leading regional pork brand, anchored by strength in the breakfast meat segment. As a family brand that many West Coast consumers grew up with, Farmer John is known for high quality at an affordable price.

But they weren’t activating the full depth of their portfolio - including lunch meats, smoked sausage and hot dogs - that could take on national brands with deep pockets.

We created a ground-up portfolio platform that began with re-establishing their digital and social presence and expanded to the full marketing mix.

THE SOLUTION: FOOD THAT FEELS LIKE HOME!

Convince consumers that Farmer John is the fresh and flavorful meat that helps her bring together the people she cares about the most. It’s the taste that brings family back to the table.

 

Our team developed a new tagline for the brand – The Flavor Of Family – and a year’s worth of multi-media campaigns.

 

A quarter of the way through our plan, the pandemic hit, making the idea of “food”, “family” and “home” all the more relevant. So we pivoted our approaches, and for the summer celebrate families that were “Bacon The Best Of It”, while the holiday’s became all about the long-distance sharing of recipe traditions.

Digital ad units featured split screen creative showcasing generations of family cooking together, apart! All content drove to Farmer John’s website to access recipe content.

THE RESULTS

  • 36.4% increase in unit sales vs year ago with a 1.85:1 ROI

  • Purchase intents grows by 18% YOY across the portfolio

  • Brand consideration grew across the portfolio from 68% to 74% YOY

  • 161 Million total impressions

  • +15 pts purchase intent in additional FJ segments beyond breakfast grew between 13-15%

  • 86% of new buyers are likely to recommend Farmer John