Smithfield Foods - Charleston|Orwig

From a company in crisis to a brand on the rise.

In 2003 we sat down with the largest pork producing company in the world to plan out how to overcome challenges that threatened the long-term integrity of their operations. A dozen years later our discussions were focused on maintaining our position as a global sustainability standard bearer.

Through working closely with a company focused on continuous improvement we helped Smithfield Foods transform from the leading hog processor to "sustainable food leader". Now it was time to develop a strategic approach to elevate the brand even further. We helped pioneer CRS programs focused on community outreach initiatives to serve needs in local neighborhoods of every Smithfield plant-city. We engaged consumers through social media to improve transparency and build trust with the brand. And through a robust, multi-channel marketing support campaign, we successfully helped drive visitors to their newly launched, redesigned website. 

What we delivered

Campaigns and communication, brand strategy & development, CSR & sustainability, crisis & risk, corporate affairs

Client

Smithfield Foods

Smithfield banner ad animated GIF

When Smithfield Foods was ready to launch their brand new, redesigned website, they looked to Charleston | Orwig to help them spread the word. So we developed a campaign to motivate audiences to visit smithfieldfoos.com to learn more about the company and how they produce “Good food. Responsibly.®” We employed a high-profile media buy and digital medial placements, a Google Adwords Search campaign, a YouTube preroll video, paid social promotions, and internal and external eblasts. The results exceeded our target goals, generating more than 8 million impressions and over 23,000 website visits.

Slow Cooker Spiced-Cranberry Pork Roast recipe video

In order to showcase Smithfield products, we produced several videos that show the audience creative ways to use them in tasty recipes.

Slow Cooker Pork Chili Recipe

The videos were produced in-house and featured on Smithfield’s social media channels, driving heavy traffic to the website.

“We rallied as a team and worked incredibly hard to make this website launch promotion happen. The results were impressive, and I was extremely proud to be part of the team.”

Smithfield Foods promises to deliver Good Food. Responsibly. But in the eyes of the public, they were failing to deliver. We guided them from a reputation as simply a pig killer to a brand recognized for their sustainability leadership by building a long-term Corporate Social Responsibility platform. Now, instead of defending themselves against what others are saying, Smithfield Foods can build on their brand as a responsible food supplier.

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