Smithfield Foods is launching a new national advertising campaign, “We Speak Pork,” designed to drive awareness of pork among Gen Z and millenial consumers.

The video campaign features Emmy Award-winning writer, actor and comedian Ben Schwartz as the voice of Smithfield’s portfolio of products, including bacon, Prime Fresh lunch meat, smoked hams and pre-marinated pork tenderloins. Schwartz’s credits include NBC’s “Parks and Recreation,” “House of Lies,” the “Sonic the Hedgehog” movie series, “The Afterparty,” and the “Ben Schwartz and Friends Tour,” which sold out Radio City Music Hall and the Sydney Opera House.   

“This new creative campaign is an extension of Smithfield Foods’ continuing strategy to grow our leadership position in the value-added packaged meats segment,” said Steve France, president of packaged meats for Smithfield Foods. “We Speak Pork puts our delicious Smithfield products front and center – in their own voice – to remind consumers of the unmatched flavor and quality of Smithfield’s expertly crafted pork products. It’s an entertaining way to appeal to new audiences and let them see the fun side of the Smithfield brand.”   

“I am proud to finally answer the question that has tormented mankind for years: 'If Smithfield pork could talk, what would it sound like?' The answer is me. And in a way, I feel like we always knew. I am excited to work with Smithfield and begin my pork product journey as the voice of their 'We Speak Pork' campaign,” said Schwartz.  

Designed to drive awareness among Gen Zs and Millennials, the campaign provides a relevant and authentic voice for the Smithfield brand to drive curiosity and consideration. The creative platform is designed to grab attention with bold product visuals to showcase the versatility and convenience of Smithfield’s products, which allow consumers to explore bold flavors for everyday use.   

The new “We Speak Pork” ads, directed by David Ma and created by The Escape Pod Chicago, are on digital channels including streaming platforms, and are also available on the Smithfield brand’s YouTube channel. 

Source: Smithfield Foods