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What Happened:

  • 2,300+ retail stores activated nationwide

  • 20+% sales lifts in volume and dollars, driving brand and multi-category growth

  • High-impact placements negotiated at no extra media spend

  • Increased consumer brand perception and brand recall

  • Cemented participation in future NASCAR-themed shopper marketing programs

  • Millions of TV and print impressions

  • Tens of thousands of entries into each promotion

  • Increase consumer awareness of other portfolio brands 

  • Increased basket ring for the retailer

  • Leveraged known NASCAR-fan brand loyalty where they make purchase decisions

What We Did:

  • Grand prize custom 1967 Belvedere (tribute to Petty's iconic winning season)

  • Followed by a custom 1970 Superbird (think "Mr. The King" from the Cars animated movie franchise)

  • Both national exclusives with Albertson's Companies

  • Dedicated microsites for easy entry

  • Zero-cost big book ad placements across all banners

  • In-store POS displays, secondary displays, digital billboards

  • NBC and FOX broadcast integrations: live car key handoffs & winner reveals

  • Social amplification, motorsports media coverage

  • Shopper CTA: buy qualifying products from Smithfield's portfolio of brands, enter to win (no purchase necessary to comply legally)

Winning at Retail: A Pair of Classics

Two Classic Cars. One Powerful Shopper Story.

How we turned Richard Petty's legendary history into back-to-back national promotions that drove serious in-store results for a key retailer.

What We Did:

  • Grand prize custom 1967 Belvedere (tribute to Petty's iconic winning season)

  • Followed by a custom 1970 Superbird (think "Mr. The King" from the Cars animated movie franchise)

  • Both national exclusives with Albertson's Companies

  • Dedicated microsites for easy entry

  • Zero-cost big book ad placements across all banners

  • In-store POS displays, secondary displays, digital billboards

  • NBC and FOX broadcast integrations: live car key handoffs & winner reveals

  • Social amplification, motorsports media coverage

  • Shopper CTA: buy qualifying products from Smithfield's portfolio of brands, enter to win (no purchase necessary to comply legally)

What Happened:

  • 2,300+ retail stores activated nationwide

  • 20+% sales lifts in volume and dollars, driving brand and multi-category growth

  • High-impact placements negotiated at no extra media spend

  • Increased consumer brand perception and brand recall

  • Cemented participation in future NASCAR-themed shopper marketing programs

  • Millions of TV and print impressions

  • Tens of thousands of entries into each promotion

  • Increase consumer awareness of other portfolio brands 

  • Increased basket ring for the retailer

  • Leveraged known NASCAR-fan brand loyalty where they make purchase decisions

One historic driver, two iconic cars, and thousands of shoppers saying "yes" to more Smithfield and its family of brands - that's what winning at retail looks like.

Branded Content That Didn't Feel Like and Ad

When content is good enough, fans don’t skip it—they seek it out. We partnered with major networks and creators to craft stories worth watching, where the Smithfield brand was seamlessly part of the narrative. Here are a few that blurred the line between entertainment and marketing, in the best way possible.

76 Episodes. All Grit. No Filter.

Beyond the 10 was a multi-season YouTube docuseries (76 episodes) that offered fans a raw, behind-the-scenes look into the life of Aric Almirola across every aspect of racing. From hauler tours to dirt-track prep and family moments, it felt like reality TV for race fans—unfiltered, human, and unguarded—with Smithfield naturally integrated, not plastered.

When you lead with story and authenticity, the brand becomes part of something bigger. That’s how we produce content fans choose to watch—and remember.

Aric Almirola standing on top of his Smithfield Bacon for Life race car on the start finish line celebrating his win at Talladega in 2018

Real Work.
Real Results.

Case studies from sports & sponsorship programs that made an impact - on shelf, in the stands, and in the market.

Racin for Bacon Header Creative
Racin' for Bacon

Program Type: Brand Campaign
Premise: To piggyback off of Aric's win the previous year supporting the parent campaign, Bacon for Life, in which Aric won the race. 

Summary:

  • To amplify brand affinity and consumer engagement, Smithfield launched the “Racin’ for Bacon” sweepstakes in conjunction with its NASCAR sponsorship. The promotion offered fans a chance to win 1,000,000 slices of bacon if driver Aric Almirola repeated his Talladega victory, linking fan excitement with brand reward in a bold, culturally relevant campaign.


What We Did:

  • National sweepstake tied to Talladega win

  • Custom "Racin' for Bacon" car design

  • Broadcast feature and integration on NBC, Countdown to Green

  • On site fan activation

  • Coordinated PR push and social content blitz

​

Results:

  • 48,000+ unique entries

  • 35.2 million total impressions​

  • 363 earned media placements

  • 1.1M impressions from “radio to car” activation

  • Promotion extended due to weather delay—boosting total exposure

A bold idea, a fun twist, and a million slices later — proof that the right story makes fans cheer, share, and remember the brand long after the checkered flag.

A custom car with all the activation fixin's and a side of pancakes - sometimes the sweetest partnerships start with breakfast and end with national buzz.

Smithfield + IHOP Header Graphic.png
Smithfield + IHOP Partnership

Program Type: Brand Partnership/Business Development
Premise: To continue what had already been a successful partnership the previous year into an even more robust program. 

Summary:

  • Smithfield collaborated with IHOP (the 2nd of a 3 year partnership) for a national NASCAR-themed activation that aligned with the launch of IHOP’s International Bank of Pancakes loyalty program. As one of IHOP’s largest suppliers, the partnership served as a brand-building and business-retention play designed to elevate consumer engagement while deepening B2B alignment.


Campaign Support:

  • Race Week Engagements:

    • Pre-race social media tease and unveil

    • Show car and driver appearance at a local IHOP

    • Hosted breakfast for race team at IHOP

  • Race Day Integrations:

    • Co-branded paint scheme and pit signage

    • In-car camera exposure

  • Content & Amplification:

    • Social content across IHOP, Aric Almirola, and Stewart-Haas Racing

    • "Beyond the 10" branded video content

​

Results:

  • Supplier contract renewed along with new items added

  • On track partnership continued into a third year

  • 4.7 million average viewership

  • Social Media Engagement:

    • Multi-million impressions, heavy engagement

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