Smithfield Foods Targets Flexitarians For 'Pure' Campaign

Smithfield Foods is introducing the brand's new Pure Farmland brand of plant-based foods by appealing to “flexitarians”: people who eat meat but maybe want to eat a little less of it.

The creative, developed with Elevation, touts “a fresh take on plant-based proteins" with faces of farmers holding product packaging along with the tagline, "Grow your options. Change your world."

Media — handled by MDC Partners’ Assembly Media — includes print, outdoor, digital banners, advertisements on social media and point-of-sale collateral to accompany the nationwide debut of Pure Farmland at grocery stores in the coming weeks.

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