Smithfield's Anti Turkey PSA's Say No to Bird and Yes to Ham This Christmas

Award winning creative agency, The Escape Pod, along with Smithfield (a leading provider of high-quality pork products), launched their 2022 holiday campaign. 

Smithfield, a client of the Chicago-based agency since 2019, pits Ham versus Turkey on Thanksgiving (and all holiday) dinners across America. The Smithfield holiday hams, hope to replace Turkey this season, and boasts that all their products are produced right here, in the USA.

The 360-holiday campaign launches with an aim to drive awareness through video, digital, influencers, social, web content and in-store messaging.

“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 utilising marketing and advertising to affect behaviour 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 creative campaign derived from research and insights on consumer behaviour 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, ‘Bird, Ice, Stuffing, Carving & Dry,

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.

The campaign will run in digital starting this week through the Thanksgiving holiday season with more hilarious ads to drop closer to Christmas.