Hormel Foods’ Applegate® Brand Selects BarkleyOKRP as Agency of Record

Independent creative idea company BarkleyOKRP announced today that it has been named agency of record for Applegate®, the nation’s leading natural and organic meat brand. This marks the first significant account win for BarkleyOKRP since Barkley and OKRP merged in early March. It also marks an expansion in the company’s relationship with Hormel Foods, as Barkley has led creative and strategic duties for its Justin’s® brand since 2019. As agency of record, BarkleyOKRP will continue to build upon Applegate’s leadership position and drive further relevance and differentiation for the brand across integrated efforts.  

Guided by a core mission of “Changing the Meat We Eat®,” Applegate has been a leader in the better-for-you, sustainable meat industry for over 37 years. The company is built on a holistic system that connects the health of humans, animals, and the planet with a core belief that the way food is raised can change and transform lives - from the farmer who grows it to the person who eats it. Applegate’s high standards and commitment to transparency are reflected in its humane and sustainable farming practices, as well as its wide range of nutrient-dense, allergen-free, and delicious products made for the entire family. Applegate recently announced its goal to source 100% of the beef for its beef hot dogs from certified regenerative sources by the end of 2025, which will contribute to the regeneration of 6 million acres of grassland.

BarkleyOKRP is one of the largest independent full-service agencies in the country. Focused on its whole brand philosophy, the agency’s bold approach creates work that sticks with modern consumers. In addition to Applegate and Justin’s Hormel Foods brands, the company counts Planet Fitness, Motel 6, CARFAX, and Smoothie King as some of its current clients. BarkleyOKRP is also one of the industry's largest Certified B Corporation agencies. It is committed to achieving a balance of purpose and profit with its impact on the people it interacts with, the communities it serves, and the planet it inhabits. 

“We’re thrilled to expand our relationship with Hormel Foods and now partner with its Applegate team. Applegate is an ideal client for us as the brand is driven by a set of values and operational practices that make a tremendous difference in our world and directly impact the well-being of its consumers, animals, and our planet. We’re proud to support their incredible mission and look forward to all we will accomplish together,” said BarkleyOKRP chief growth officer Jason Parks. 

“Applegate has become synonymous with higher quality food made with clean, real ingredients, and meat raised with no antibiotics, ever – but also with a company continuously championing higher standards and deepening our impact,” said Joseph Villiano, vice president of sales and marketing at Applegate. “We are thrilled to partner with BarkleyOKRP on a whole brand approach to telling the Applegate story to more people than ever before.”

BarkleyOKRP will launch initial campaign efforts for Applegate this summer to support back-half efforts and activity.