Farmland Advertising Agency

Making an emotional connection through functional benefits

For years, Farmland Foods was an iconic Midwestern co-op. But after it was sold in 2003, the brand lost its way.

Based on the insights provided through brand research, Cannonball crafted a brand architecture that successfully married Farmland’s heartland heritage with a fresh angle: elevating very specific, very functional points-of-difference that would change the way consumers thought about Farmland – and pork in general.

The campaign brought functional points-of-difference like “hand-trimmed” cuts and bacon that is “slow smoked over real hardwoods” to life with a bold voice, mouthwatering visuals, and music with attitude. The approach served up a new brand personality that broke through with consumers.

Cannonball’s campaign extended to a new (supported by hundreds of original pork recipes), digital media, outdoor, in-store activation, social media and a number of additional broadcast spots.

The Results

The initial Farmland re-launch campaign made an immediate impact, delivering a 14% sales increase in media markets.

A subsequent bacon-focused campaign led to an 83% increase in people who believe Farmland is a brand for people like them, 7% increase in Farmland bacon dollar sales, and 6% increase in bacon distribution.