• by Sarah Mahoney , August 5, 2025

Smithfield Foods is giving its pork products a voice—literally. The company is launching the brand’s  first major campaign in over three years, tapping comedian Ben Schwartz to speak on behalf of its bacon, ham, and lunch meats. Themed "We Speak Pork," the effort stars Smithfield’s portfolio in a series of irreverent, first-person ads, with Schwartz’s unmistakable voice lending some carnivorous punch.

“The idea is that our products are so good, they speak for themselves,” says Marianne Radley, managing director. Radley joined Smithfield about three months ago, from marketing roles at Smoothie King, Pizza Hut, and Monster Energy, and says the new campaign was born of urgency. “We’re seeing some of our consumers aging out of the brand, and we need to position Smithfield in a more compelling, approachable way that brings in a younger audience,” she says. “That means not taking ourselves too seriously.”

The brand, owned by Chinese conglomerate WH Group, holds the No. 1 U.S. market position in uncooked bacon and smoked ham, and top-10 status in categories like uncooked breakfast sausage and packaged lunch meat. But in a category often dominated by price and private labels, Radley says relevance is everything.

“Younger audiences are more picky. They want to know what a brand stands for and how it relates to them,” she says. While cost is still a concern, shoppers are prioritizing ease, convenience, and quality. “They want meal solutions that are fast, creative, and a little more fun.”

Created by The Escape Pod Chicago, the campaign includes streaming video, digital shorts, and custom content for TikTok, YouTube, and Snap. There are retail tie-ins, new packaging with bolder protein messaging, and influencer kits that include both product and branded swag.

Radley tells Marketing Daily  she hopes the campaign helps Smithfield “reignite the emotional connection” with lapsed and future customers. “This is our declaration of pork expertise.”

New flavors—including chipotle lime tenderloins and jalapeño cheddar brats—are also part of the push. In the months ahead, the brand will also begin adding more emphasis on protein messaging. “We’re leaning into bolder, more international taste profiles that appeal to younger food lovers,” she says. “We think of these consumers as culinary connectors: They’re adventurous, they like to entertain, and they’re not shy about flavor.”