"Purchase Moore Hamann Bacon" Campaign
Iowa Pork Producers Association (IPPA) partnered with Meyocks and Hy-Vee on a nine-week campaign to boost pork sales and amplify brand awareness during a challenging period for the pork industry.
-
4106%increase in average impressions per post across all social
- Best of NAMA National: Grand Champion
- Best of NAMA National: Best of Show
- Best of NAMA National: Gold
- Best of NAMA Region 3: First Place
- PRSA IA PRIME Award: Best of Show
- PRSA IA PRIME Award: First Place
- AAF of Des Moines: Judge's Choice & Sliver
- 3x Golden ARC Award
- AMA IA NOVA Award: Third Place
Bringing the bacon back home
With high costs and declining demand, U.S. pork producers were in a tough spot. The Iowa Pork Producers Association tapped us in to help turn things around. We were tasked with sparking a boost in awareness and word-of-mouth while driving a 3% year-over-year increase in pork sales, all by connecting fans’ passion for college football with their love of ham, bacon, pork chops and more.
Awareness
At a time when pork producers were struggling with market challenges, we knew any initiative had to go beyond a clever tagline. We needed a campaign that not only raised awareness but led to at least a 3% increase in pork sales overall.
Virality
We immediately decided to harness the viral 2023 NIL campaign “Purchase Moore Hamann Bacon” and Midwesterners’ shared love of pork to create a movement. It was time to leverage the momentum and continue the sensation of “Purchase Moore Hamann Bacon.”
Integration
Building on the success of the “Purchase Moore Hamann Bacon” phenomenon, the team launched a nine-week, humorous video series starring Iowa State student-athletes, paired with Hy-Vee in-store promotions and giveaways. This multi-channel campaign spurred a college football fandom into action, driving up pork sales and energizing consumer engagement.
Results working overtime
The campaign turned a challenging moment for Iowa’s pork industry into results that exceeded any expectations. By blending humor, college football culture and retail partnerships, Purchase Moore Hamann Bacon was able to amass over 2,079 shares across social media and 89,387 post impressions.
-
4106%increase in average impressions per post across all social
-
2,079shares across all social platforms
-
89K+impressions per post
Bringing the bacon back home
With high costs and declining demand, U.S. pork producers were in a tough spot. The Iowa Pork Producers Association tapped us in to help turn things around. We were tasked with sparking a boost in awareness and word-of-mouth while driving a 3% year-over-year increase in pork sales, all by connecting fans’ passion for college football with their love of ham, bacon, pork chops and more.
Awareness
At a time when pork producers were struggling with market challenges, we knew any initiative had to go beyond a clever tagline. We needed a campaign that not only raised awareness but led to at least a 3% increase in pork sales overall.
Virality
We immediately decided to harness the viral 2023 NIL campaign “Purchase Moore Hamann Bacon” and Midwesterners’ shared love of pork to create a movement. It was time to leverage the momentum and continue the sensation of “Purchase Moore Hamann Bacon.”
Integration
Building on the success of the “Purchase Moore Hamann Bacon” phenomenon, the team launched a nine-week, humorous video series starring Iowa State student-athletes, paired with Hy-Vee in-store promotions and giveaways. This multi-channel campaign spurred a college football fandom into action, driving up pork sales and energizing consumer engagement.
Results working overtime
The campaign turned a challenging moment for Iowa’s pork industry into results that exceeded any expectations. By blending humor, college football culture and retail partnerships, Purchase Moore Hamann Bacon was able to amass over 2,079 shares across social media and 89,387 post impressions.
-
4106%increase in average impressions per post across all social
-
2,079shares across all social platforms
-
89K+impressions per post