Smithfield Masterbrand

One of our Smithfield client contacts envisioned a more unified approach to the organization's marketing efforts, moving beyond siloed budgets and programs. He believed that by leveraging their college football partnership and expanding its scope, Smithfield could create a powerful platform to drive usage across all brands. Football, a sport that unites communities, provides an ideal opportunity for Smithfield brands to become an integral part of game-day celebrations, shared with family and friends. I developed the "Pass the Love" platform to capture this essence. This overarching theme would allow each brand to create targeted campaigns while aligning with the larger concept of love and togetherness.