Doner Expands Smithfield Relationship

After first naming MDC Partners' Doner as creative AOR in 2012, Smithfield Foods is adding integrated marketing responsibilities across a larger portfolio that includes the flagship brand, Nathan’s Famous, Eckrich, and others.

There was not a formal review. The Jacobs Agency previously handled traditional advertising. Oodle was handling digital and social.

“Doner has become a trusted agency partner, one that has consistently pushed us strategically and creatively in pursuit of creating impact and engagement with consumers,” stated Tim Zimmer, senior vice president and chief marketing officer, Smithfield Foods’ Packaged Meats Division. “We are thrilled to be expanding our relationship with an agency that fuels our mission of producing good food, responsibly.”

Over the last five years, this partnership has introduced the Thanksgiving “Hambulance,” the “Breakfast All Day” and “Most Important Meal” platforms, as well as partnerships with No Kid Hungry and Future Farmers of America.

The meat-processing company is a wholly owned subsidiary of WH Group of China.

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