the brief
Farmland has been a staple on Midwest tables since 1959—a dependable choice for hardworking families and a critical brand in Smithfield Foods’ regional footprint. But the energy had gone out of it. Quality perceptions softened. Competitors grew louder. And a brand that had owned the Midwest dinner table slipped from its leadership position in the region that mattered most.
the work
Our Best for Your Best reframed Farmland around the Crowd Pleaser—the person responsible for making wholesome meals they can feel good about serving, whoever’s at the table. The work ran across digital video, display, retail, and social, with elevated food photography that gave longtime shoppers a reason to look again, and a tone that respected the work of feeding a household. The evolution reversed the sales decline in its first year—a 14.9% sales lift and a $3.03 return on ad spend.
