Using humor to break down a complicated process made Prairie Fresh a hit with shoppers.

Listen to article

Breaking down the stereotype of a large meat producer in a surprising way allowed us to position Prairie Fresh pork as a delicious, wholesome and honest choice for modern shoppers

Breaking down the stereotype of a large meat producer in a surprising way allowed us to position Prairie Fresh pork as a delicious, wholesome and honest choice for modern shoppers.

THE CHALLENGE

Seaboard came to us with a couple of challenges. First, they wanted to tell the story of their connected food system, which they saw as a unique benefit compared to the likes of Tyson and Hormel, who sourced their products from all over the world. Second, they needed to gain awareness with their startup consumer brand, Prairie Fresh pork.

THE HUMAN INSIGHT

Our research uncovered that most consumers felt as though meat producers were “hiding something.” Because Seaboard owned their production process from beginning to end, we knew we could credibly provide a level of transparency that no competitor could match. The key was finding a way to deliver that story simply and concisely across every channel.

THE IDEA

Humans have an innate desire to want to know things. Combine that with our research that told us the modern consumer wanted to know where their food was produced. We took those thoughts and wrapped them into a simple yet undeniable line, “It’s good to know where your food comes from.”

Our connected TV spots told delightfully surprising tales of what happens when you don’t know the source of your food. While the social media campaign used the hook “Good to know” to give fans tips, tricks and engaging content about Prairie Fresh pork.

THE RESULTS

Signal Theory launched a truly omnichannel campaign that included paid media on YouTube, connected TV, Google, Facebook, in-app and native content and in-store POP. When we followed up the campaign with consumer testing, the results proved that we had pushed the right buttons with modern consumers.

• 73% said the TV ads made them think about where their food comes from.
• 51% considered purchasing after watching the TV ads.
• +27% higher completion rate than average YouTube ad.