It’s Ham vs Turkey in New Initiative from The Escape Pod
By The Chicago Egotist / /
A cheeky new campaign from The Escape Pod pits the traditional Thanksgiving Turkey and all its downsides against the ease and taste of Smithfield Ham.
The hope is that the Smithfield holiday hams, will replace Turkey this season. The 360-holiday campaign launches with an aim to drive awareness through video, digital, influencers, social, web content and in-store messaging.
The creative campaign derived from research and insights on consumer behavior around the holiday season. “Our ‘say no to turkey and yes to ham’ campaign kicked off with a series of humorous Anti-Turkey PSAs, that were also celebratory in nature. Turkey is one of the few foods that you must thaw, stuff, and cover in gravy for it to taste good. But with our spots we offer an alternative with a Smithfield spiral ham that is pre-sliced and comes in a variety of flavors. All you have to do is stuff yourself,” said Austin Arnold, Creative Director, The Escape Pod.
“We needed to cut through the holiday clutter and show unapologetic meat lovers
(UML’s) how to break from tradition and shake up their holiday meals,” said Tim
Zimmer, CMO/EVP, Smithfield Foods. “The team at Escape Pod showed real insights
into how we can affect change, drive sales and move the needle.”
The campaign showcases that traditional norm can be broken and celebrated in their own unapologetic way with a suite of Smithfield meats that fuel their spirit.
“At The Escape Pod, we are laser focused on utilizing marketing and advertising to affect behavior and bring brand loyalty to our client. We use our strategic and creative power to compel people to up their meat game,” said Holly Willis, Head of Accounts, The Escape Pod. “Messaging should be zeroed on a single brand proposition that strongly communicates a desired change in a more motivating way than the rest of the category offers.”
The campaign will run in digital starting this week through the Thanksgiving holiday season with
more hilarious ads to drop closer to Christmas.
CREDITS:
Smithfield:
Tim Zimmer, Executive Vice President, Marketing
Michael Merritt, Senior Director, Marketing
Laura Pall, Senior Brand Manager
Caitlin Siracusa, Brand Manager
Agency credits:
The Escape Pod:
Norm Bilow – Managing Director
Holly Willis – Head of Accounts
Tyler Moore – Head of Strategy
Angie Brenner – Account Director
Austin Arnold – Creative Director
Jimmy Schmidt – Associate Creative Director
Annelise Smith: Senior Producer
Carolyn Meisles – Account Executive
Gravity Well Studio
Dean Berdusis – Director
Anwar Khuri – EP/Line Producer
Latifah Williams – Production Coordinator
Mark Helenowski – Director of Photography
Giovana Aguirre – Production Designer
Christina Zerkis – Food Stylist
Evan Lee – Editor, “Home Movies”
Sophie Solomon, Editor – “Carving”, “Dry”
Parker Healy, Editor – “Stuffing”, “Bird Ice”
Kelly Armstrong – Colorist
Joe Flood – Sound Design/Audio Engineer
Krysta Boehm – Photographer
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