Smithfield’s audience was aging. To grow, we needed to connect with Millennials and Gen Z through a more relevant, approachable voice. So we let pork do the talking with Emmy Award–winning actor and comedian Ben Schwartz.

While other brands spoke for pork, we let it speak for itself with a first-person pork POV.

Our pork voice showed up everywhere: across online video and broadcast, paid and organic social, print, digital display, and point of sale.

The campaign elevated core products and helped drop new ones, like Pabst Blue Ribbon Bratwurst and Mike's Hot Honey Bacon.

Our brand refresh came complete with a style guide overhaul and a full redesign of the Smithfield website.

Launched in Q1 2025, We Speak Pork helped drive Smithfield to a record $310M in profitability by Q3, with a $30 return on ad spend.