Client: PrairieFresh Premium Pork is a division of the giant Seaboard Foods conglomerate, and is the largest, American-owned pork producer. Headquartered in a suburb of Kansas City, PrairieFresh sells fresh and processed products such as chops, bacon and ham to restaurants and grocery stores.
Challenge: PrairieFresh wanted to successfully launch its new line of hickory smoked hams to chefs and retail meat buyers via direct mail. A four-piece campaign was scheduled to land before the hams went on the market at the end of November.
Solution: I thought it would be festive, and attention-getting, to turn the campaign into a series of early holiday cards featuring PrairieFresh’s new family of hams in various holiday situations – hanging from the fireplace, sitting on Santa’s lap, etc. The mailings included old-fashioned holiday form letters that expounded on the company’s new pride and joy.
Results: The mailers were so memorable, the PrairieFresh sales reps were able to secure appointments with their targets and the hams’ launch was successful. PrairieFresh continues to sell and grow their ham family lineup today!