Farmland Highlights its Passion and Pride for Pork Through Refreshed Brand Look and New Ad Campaign

KANSAS CITY, Mo., Sept. 10, 2013 /PRNewswire/ -- Farmland Foods today unveiled a refreshed brand look and a new, comprehensive advertising campaign for its Farmland brand centered on the company's unsurpassed passion and pride for pork.

(Logo: http://photos.prnewswire.com/prnh/20130910/CG76768LOGO)

"We conducted extensive consumer research upfront to understand the different types of pork consumers, when and how they consume pork, and what needs are most important," said Brendan Smith, Senior Vice President of Marketing and Innovation. "Based on this work it was clear that there are a high percentage of pork consumers who take a lot of pride and have strong passion for cooking with pork, and they want a brand that shares that same pride and passion."

Farmland's media campaign features TV spots "For the Love of Pork" and "For the Love of Bacon" that reflect Farmland's commitment to serving up the highest quality pork for its consumers. The television campaign also will include "For the Love of The Holidays," which will highlight the company's array of products to create memorable holiday meals. Farmland's media campaign launches today and includes TV, radio, print, out-of-home, search and social media.

The company's new brand look will appear across all consumer touchpoints, from the company website to product packaging. The refreshed www.FarmlandFoods.com website launches today. Updated packaging is already hitting shelves for Farmland's core bacon and fresh pork businesses and will begin shipping across remaining products later this fall.

"Our integrated advertising campaign showcases the passion and pride we have for hand trimming each cut, slow smoking our bacon, and working side-by-side with American farm families," Smith said.  "At Farmland, our energy, time and commitment to pork spans more than five decades, and we're proud to continue to uphold that tradition."

In conjunction with the rebranding unveil, Farmland is rolling out four new pork products that will inspire consumers to fire up the griddle, light up the stove and fan the flame for pork:

• Homestyle Breakfast Sausage Links and Patties – Natural antioxidants, no MSG, gluten-free sausage, for an all natural homestyle breakfast 
• Fully Cooked Sausage – Fully cooked breakfast sausage links and patties offer the Farmland taste consumers expect, and 50 percent less fat and 40 percent fewer calories than regular pork sausage
• Upgraded Stack Pack Bacon – Thicker, leaner bacon now made with sea salt
• All Natural Breakfast Meats – Minimally processed bacon and breakfast sausage with no artificial ingredients, and no added hormones or steroids

Consumers will find Farmland's expanded portfolio of innovative pork products in the refrigerated or frozen foods section of their grocery stores beginning this fall.

About Farmland Foods
At Farmlands Foods, we are passionate about pork. We have been since 1959, when we first started working side-by-side with American farm families to offer the best quality pork cuts. More than 50 years later, our unsurpassed passion and pride are stronger than ever, serving retail and food service customers across the United States and in 25 countries on five continents. Our natural, fresh pork products — bacon, chops, loins, ribs, sausage and ham — are tender, flavorful and made with the highest quality ingredients.  Farmland Foods, Inc., is based in Kansas City, Mo., and is a subsidiary of Smithfield Foods.

SOURCE Farmland Foods