For decades, Farmer John was a preferred pork brand for West Coast moms. But the quintessential California brand faced a mix of category-wide challenges and mounting pressure from deep-pocketed competitors.
To solidify Farmer John’s leadership in the West while expanding its appeal to growth audiences, we needed to re-envision its unique tie to place: from being a known California brand to representing a California lifestyle. Elevation refreshed the brand with a new platform—So Fresh. So Flavorful. So California.—repositioning Farmer John not just as a product, but as a brand deeply committed to California’s attitude, flavors, and traditions.
We brought this campaign to life across every customer touch point, from paid media to packaging. Elevation launched an integrated creative campaign spanning TV, digital display, shopper marketing, and social media—focusing on California-inspired content that resonated across core and growth audiences alike. We also expanded Farmer John’s mental availability through brand activations, including a signature sponsorship with Los Angeles Football Club, which helped the brand earn relevance among Hispanic consumers, and launching the California Kindness grant initiative, a community-driven program supporting neighborhood-level projects as part of a broader California Commitment Tour CSR initiative.
This integrated approach revitalized the Farmer John brand, helping it regain its position as Smithfield Foods’ top-selling brand in the West. By blending cultural authenticity with creative storytelling and smart investments, Elevation ensured Farmer John remained a staple in California households while continuing to grow its reach across the West Coast.