the brief
Gwaltney has been filling family refrigerators since 1870—dependable, affordable, widely available. But years of minimal marketing support had taken a toll. Dollar and volume sales were declining. Household penetration was softening. The brand was still on the shelf, but it wasn’t in the conversation. Then inflation changed the landscape, and value started mattering to a lot more households.
the work
The O.G. repositioned Gwaltney around its most honest attribute—the original, time-tested choice for families looking for dependable, enjoyable meals on a budget. On a razor-thin budget, we refreshed the visual system with an arresting color palette and elevated food photography, and built a precise media plan across CTV, YouTube, and paid social targeted at high-intent, price-sensitive shoppers in core markets. Website traffic grew 76% year over year, and the campaign reestablished Gwaltney’s presence in key markets for the first time in years—playing a critical role in recapturing value shoppers within the Smithfield Foods portfolio.