Smithfield Foods Targets Flexitarians For 'Pure' Campaign

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Smithfield Foods is introducing the brand’s new Pure Farmland brand of plant-based foods by appealing to “flexitarians”: people who eat meat but maybe want to eat a little less of it.

The creative, developed with Elevation, touts “a fresh take on plant-based proteins” with faces of farmers holding product packaging along with the tagline, “Grow your options. Change your world.”

Media — handled by MDC Partners’ Assembly Media — includes print, outdoor, digital banners, advertisements on social media and point-of-sale collateral to accompany the nationwide debut of Pure Farmland at grocery stores in the coming weeks.

Click here to read the original article. This post first appeared on Media Post Dot Com.

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