Seaboard Foods
Prairie Fresh Rebrand
/ About the project
Seaboard wanted to tell the story of their connected food system — which they saw as a unique benefit over competitors — while gaining awareness with their startup consumer brand, Prairie Fresh pork.
Humans have an innate curiosity; research shows that the modern consumer wants to know where their food was produced. That truth led us to a simple yet undeniable line, “It’s good to know where your food comes from.” Teeing that thought up with humor simplified a complicated process and made Prairie Fresh a hit with shoppers.
/ Insight
Many consumers felt as though meat producers were “hiding something.” Because Seaboard owns their entire production process, we could credibly provide a level of transparency that no competitor could match.
/ Results
27% higher completion rate than average YouTube ad.
51% considered purchasing after watching the TV ads.
73% said the TV ads made them think about where their food comes from.
