Millennial Momvertising Opps: Smithfield launches new campaign
Sales Lead: Smithfield Foods recently launched a campaign showing how important it is to have actual meat in viewers' breakfast routines.
- Made by The Escape Pod, the campaign encourages viewers to eat more than just alternative protein options like protein bars, shakes, or smoothies.
- The company will likely:
- Continue rolling out more work
- Keep increasing spend
- Seek new agency partners
- Target demographic:
- Millennials with a skew toward moms and household decision-makers in general
Recent leadership shifts:
- Less than a year has passed since Smithfield promoted senior marketing director Chip Morgan in May 2022 and hired senior marketing director Lauren Talbert in December 2022.
Additional spending insights:
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, Smithfield spent roughly $7.3m on digital ads, 38% more than the roughly $5.3m spent in 2021.
- 2022 data: The company earned an estimated 927.2m digital impressions last year via Facebook (38%), Instagram (28%), desktop video (23%), desktop display (7%), mobile display (3%), and Twitter (1%) ads.
- Smithfield placed 71% of last year's desktop video ads site direct onto YouTube and the remaining 29% via The Trade Desk onto yahoo.com.
- Additional channel insights
- The company utilizes radio, OOH, print, local broadcast, and Google Ads.
Additional agency insights:
- Opportunity: Get in touch soon to offer PR, media, digital analytics, and/or multicultural services.
- Smithfield's relationship with The Escape Pod seems to be relatively new, so the company may seek other new agency partners.
- The Escape Pod was behind Smithfield's 2022 holiday campaign, so it will likely do the same in 2023.
- Current agency roster:
- The Escape Pod: Creative agency partner
- In-House: Media
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
