Smithfield’s New Campaign: “We Speak Pork” Aims to Engage Younger Consumers

Smithfield is making waves with the launch of its new campaign, “We Speak Pork”, aimed at capturing the attention of younger consumers while reinforcing its position as a leader in the pork industry. This initiative is part of Smithfield’s efforts to adapt to changing consumer preferences and introduce a new generation to the rich offerings of pork.

Marianne Radley, managing director of marketing at Smithfield, shared insights with The Shelby Report regarding the campaign’s development. Founded in 1936, Smithfield recognized the need to evolve as consumer demographics shift.

“As we observe the brand’s evolution over more than 85 years, we realize the necessity to attract younger consumers,” Radley explained. “The goal is to ensure that our brand remains relevant to upcoming generations.”

To guide this campaign, Smithfield conducted research aimed at understanding the interests of Millennials and Gen Z. The focus was on a segment dubbed “culinary connectors,” who favor bold flavors and global food trends.

“Today’s consumers are exposed to a plethora of international flavors and diverse food experiences,” Radley said. “With this campaign, we wanted to assert that our pork products are not only delicious but also speak for themselves.”

Vibrant Creative for a New Audience

The visuals accompanying the campaign are designed to entice viewers with mouthwatering imagery. Radley emphasized the importance of creating “screen-lick-worthy” shots of Smithfield products, including bacon and marinated tenderloins.

Smithfield collaborated with acclaimed director David Ma and cinematographer Chloe Weaver—known for their work on “The Bear” and “Chef’s Table”—to ensure the production resonated with the audience.

“We sought a production team that not only understands food but has a passion for showcasing it beautifully,” Radley noted.

Actor Ben Schwartz lends his voice to the campaign, which Smithfield plans to develop further with new promotional content through 2026.

“This is an ongoing initiative,” Radley added. “We view it as a continuous journey rather than a one-time effort.”

Retail Partnerships to Boost Product Visibility

Smithfield is also implementing a comprehensive in-store merchandising strategy that embodies the “We Speak Pork” branding.

“We closely collaborate with retailers to address their challenges and attract new consumers,” Radley said. “Our objective is to drive traffic while educating shoppers on the versatility and affordability of pork.”

Retail materials will feature eye-catching displays, informational signage, and high-impact imagery to ensure the product stands out. Digital streaming, radio ads, and tailored digital displays will supplement the campaign.

Innovative Offerings to Meet Consumer Demands

Smithfield’s innovation strategy is focused on addressing consumer needs such as convenience and affordability. Radley emphasized that the brand innovates with purpose rather than for the sake of novelty.

Recent product launches include marinated tenderloins and spiral hams designed for hassle-free dining experiences.

“Our spiral hams are perfect for picnics—you can appreciate it right out of the package,” Radley highlighted.

In an exciting collaboration unveiled on October 1, Smithfield introduced Mike’s Hot Honey Bacon, marking a signature highlight of the campaign.

Educating the Next Generation of Cooks

Understanding that many Millennials and Gen Z consumers may not have extensive cooking backgrounds, Smithfield is leveraging digital platforms to offer cooking tips.

“We provide straightforward cooking instructions and regularly share recipes and meal ideas on our social channels,” Radley noted. The brand has also revamped its website to align with the campaign, featuring numerous culinary suggestions.

Radley concluded by expressing the broader significance of the campaign: “This initiative underscores Smithfield’s commitment to being a staple in American kitchens, catering to gatherings, holidays, and everyday meals. Our campaign is vibrant, energetic, and celebrates our rich heritage in an innovative way.”

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