Focused on educating and providing Iowa’s pork producers a leading voice for a globally competitive industry, the Iowa Pork Producers Association (IPPA) was ready to switch up its playbook and put pork in the starting lineup.
In 2024, during a challenging period for the pork industry and farmers, IPPA partnered with Meyocks and Hy-Vee to help reignite consumer demand and put pork at the forefront of consumer conversations. Inspired by Iowa’s two great loves – pork and college football – Meyocks helped turn a serendipitous college football player lineup into a memorable campaign. With names like Myles Purchase, Tyler Moore, Tommy Hamann, and Caleb Bacon, the result was an irresistible tagline: “Purchase Moore Hamann Bacon.”
Meyocks developed a bold and culturally savvy social media campaign based on the tagline, featuring a scripted nine-week video series, following a playful plot where Hamann leaves the team, prompting his teammates to audition quirky replacements. Everyone from teammates to Iowa State’s women’s basketball players participated in the tryouts. In the final episode, Hamann returns, joining a new teammate, Logan Bacon, to create the ultimate lineup, Purchase Moore Bacon Hamann Bacon.
The 2024 Purchase Moore Hamann Bacon campaign consisted of a mix of paid social, earned media along with a Hy-Vee partnership – creating a targeted niche of food consumers who purchase pork and are interested in college football that also live in Iowa or surrounding Midwestern metros. In conjunction with the promotion, more than 200 Hy-Vee stores throughout Midwestern states had displays featuring the football players and conducted giveaways, offering Blackstone Griddles and free bacon for a year.
The campaign exceeded all performance benchmarks, with pork sales at Hy-Vee rising 6% year over year. Bacon sales increased 7%, and pork sales at the meat counter surged 30%. On social media, the campaign significantly outperformed all previous IPPA content, generating 29 times more impressions, nine times more engagement and 16 times more shares, with Facebook leading in both reach and interaction.
In addition to sparking strong consumer engagement and driving measurable sales, the campaign also captured widespread media attention. Coverage included Sports Illustrated, Progressive Grocer, and The Des Moines Register, along with multiple local TV and radio outlets across the region.
The Purchase Moore Hamann Bacon social media campaign is a standout in the Meyocks portfolio, recently winning big at the 2025 Best of NAMA Awards, earning Grand Champion, Best of Show for Consumers and a Gold NAMA Award in the Consumer Directed Social Media Campaign category.
In addition, other Meyocks client work recognized includes Dragotec, which earned a Merit Award in the prestigious Producers’ Choice category, a meaningful honor selected directly by agriculture producers. American AgCredit’s 2023 Annual Report also received a Merit Award, further underscoring Meyocks’ ability to deliver standout creative and strategic communications across diverse formats and industries.