SMITHFIELD POWER BITES
INTEGRATED CAMPAIGN
Winner of Robertson Rush!
As a part of Ad Club at VCU’s annual Robertson Rush (a weekend long creative sprint competition), groups were given a creative brief to execute. Read more here.
THE CLIENT BRIEF:
THE ASK:
Relaunch Smithfield’s new Power Bites to a new target consumer (age 18-24) nationwide.
BACKGROUND:
Smithfield recently launched a new Power Bites product with little marketing support as a way to capitalize on the frozen entree category.
PROBLEM:
Smithfield Power Bites has a unique selling proposition but lacks awareness and interest among consumers.
INSIGHT:
Smithfield Power Bites provides the energy and convenience of other frozen protein products but uses real ingredients rivaling the taste/flavor of fresh protein options.
RESEARCH FINDINGS:
New adults are skipping meals
Half of college freshmen surveyed reported going to the grocery store less than once a month
75% of all new adults surveyed reported viewing food as an obligation
55% of college freshmen reported owning two or less forks
In conclusion…
NO FORK REQUIRED
So we rewrote the brief…
[NEW] TARGET AUDIENCE:
NEW ADULTS WHO DON’T HAVE FORKS
[NEW] INSIGHT:
FOR A LOT OF NEW ADULTS, FOOD IS NOTHING MORE THAN AN OBLIGATION
[NEW] STRATEGY:
THE MEAL FOR HABITUALLY RUSHED MEAL SKIPPERS
SOCIAL MEDIA STRATEGY:
Power Bites will get their own Instagram and Tik Tok accounts, separate from Smithfield. These accounts will appear to be run by a singular person (similar to a spokesperson), as a way to connect on a more personal level to their audience.
INSTAGRAM POST DELIVERABLES:
Not all new adults have access to or frequent grocery stores. How can Power Bites bring themselves to the target audience while also keeping it convenient?
PARTNER WITH GOPUFF
GoPuff directly delivers to college students and in areas of new adults. We'll partner with GoPuff to do a buy one get one free promotional feature and promote brand awareness on the frozen apps and snacks.
EXPERIENTIAL CONTENT:
POWER BITES FOOD TRUCK
The Power Bites Food Truck is our way of bringing the power to new adults. Our research shows that many of them aren’t going to the grocery store on a regular basis because they don’t have time or transportation. How do we bring them the POWER? Simple - with our food truck, we’ll give the POWER BITES directly to new adults, meaning they really won’t have to have skipped breakfast at all.
POWER BITES VENDING MACHINE
Additionally, many people find it inconvenient to leave their dorm or apartment to get food, especially late at night. Once again, we’re faced with the task of bringing it to them. That’s why we’ve come up with the POWER BITES vending machine - purchase the POWER BITES, and the machine will give you six freshly heated up BITES within sixty-five seconds.
SUPPLEMENTAL ADS
RESULTS…
(we won!)
TEAM FORK: AVA WOTHERSPOON , IAN DEVENISH, & MARY DUNCAN