Pork producer Smithfield Foods is establishing a new integrated agency team designed to enhance market presence and support product innovation across its portfolio of brands including Smithfield, Nathan’s, Eckrich, Farmland, Armour, Farmer John, Kretschmar, Carando and Margherita.

The company is partnering with Leo Chicago as its creative agency of record, with LaForce serving as lead communications partner. They will work alongside existing agencies Kelly Scott Madison Media and Mars United Commerce, which will continue leading media and commerce marketing. 

“This is an exciting moment for our brands,” said Brendan Smith, chief marketing officer at Smithfield Foods. “We have long been part of how people prepare, gather and share meals. This partnership builds on that legacy while accelerating creative momentum, expanding how our brands show up where consumers live, play and shop, and strengthening Smithfield’s leadership in innovation across the categories and markets we serve.”

Smithfield is aligning creative, media, communications and commerce under one unified strategy as the company responds to evolving consumer demand.

Source: Smithfield Foods