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Smithfield

Smithfield, VA

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Smithfield

Smithfield, VA

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Smithfield

Smithfield, VA

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Smithfield

Smithfield, VA

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Smithfield

Smithfield, VA

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In 2015, while working the competition barbecue circuit with World Champion pitmaster Tuffy Stone, Green Olive Media was approached by Smithfield to help expand their marketing and communications plan within the barbecue space. As the number one pork producer in the world, Smithfield already had brand recognition and retail presence throughout the United States. Green Olive Media was tasked with creating a “brand within a brand” to yield increased visibility in the barbecue community, amongst both pitmasters and consumers. Green Olive Media’s communications and design team partnered to execute special events, consumer-facing and B2B marketing activations, email and social media campaigns and apparel design along with traditional media relations outreach on behalf of Smithfield’s Fresh Pork team.

In 2015, while working the competition barbecue circuit with World Champion pitmaster Tuffy Stone, Green Olive Media was approached by Smithfield to help expand their marketing and communications plan within the barbecue space. As the number one pork producer in the world, Smithfield already had brand recognition and retail presence throughout the United States. Green Olive Media was tasked with creating a “brand within a brand” to yield increased visibility in the barbecue community, amongst both pitmasters and consumers. Green Olive Media’s communications and design team partnered to execute special events, consumer-facing and B2B marketing activations, email and social media campaigns and apparel design along with traditional media relations outreach on behalf of Smithfield’s Fresh Pork team.

In 2015, while working the competition barbecue circuit with World Champion pitmaster Tuffy Stone, Green Olive Media was approached by Smithfield to help expand their marketing and communications plan within the barbecue space. As the number one pork producer in the world, Smithfield already had brand recognition and retail presence throughout the United States. Green Olive Media was tasked with creating a “brand within a brand” to yield increased visibility in the barbecue community, amongst both pitmasters and consumers. Green Olive Media’s communications and design team partnered to execute special events, consumer-facing and B2B marketing activations, email and social media campaigns and apparel design along with traditional media relations outreach on behalf of Smithfield’s Fresh Pork team.

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SERVICES

Strategic Brand Messaging
Strategic Brand Positioning
Traditional Public & Media Relations
Social Media Marketing
Community Relations
Partnership Development
Off-Premise Event Development
Off-Premise Event Coordination
Communications Collateral
Apparel Design

SERVICES

Strategic Brand Messaging
Strategic Brand Positioning
Traditional Public & Media Relations
Community Relations
Partnership Development
Special Event Development
Communications Collateral
Apparel Design
Website Design

SERVICES

Strategic Brand Messaging
Strategic Brand Positioning
Traditional Public & Media Relations
Community Relations
Partnership Development
Special Event Development
Communications Collateral
Apparel Design
Website Design

SERVICES

Strategic Brand Messaging
Strategic Brand Positioning
Traditional Public & Media Relations
Community Relations
Partnership Development
Special Event Development
Communications Collateral
Apparel Design
Website Design

PROCESS

  • Smithfield sponsors a select group of elite pitmasters to represent the brand to consumers across the country. Additionally, the company’s main objective was to increase the number of barbecue pitmasters that were utilizing Smithfield Fresh Pork products in competition. Green Olive helped create targeted messaging that was disseminated to both groups via social media, email blasts, and in-person meetings with potential consumers at competitions and conferences.

  • GOM partnered with Smithfield’s internal marketing team to create a master document of best practices and talking points and set up a one-day intensive media training for elite pitmasters to ensure proper messaging across all platforms.

  • GOM spearheaded media initiatives within the barbecue space. This included created a targeted year-long calendar of pitch angles based on the competition barbecue schedule and key holidays, drafting and distributing media releases announcing Smithfield’s top line initiatives and releasing releases via the PR Newswire as well as hand-pitching to a select list of barbecue-specific media and regional news outlets based on location of events and sponsored pitmasters.

  • GOM public relations and design teams partnered to create social media graphics and campaigns targeted at reaching both the general public and pitmasters. The graphics were rooted in Smithfield’s brand standards while incorporating elements of each event or initiative.

  • GOM helped create a private Facebook group for pitmasters. This private group became a barbecue forum where pitmasters could ask questions of one another, information about Smithfield Fresh Pork products and availability, request tips from the Elite Pitmaster groups, and receive coupons and other giveaways from the brand. Green Olive worked closely with Smithfield’s Fresh Pork Marketing team to monitor and engage via this Facebook page to ensure an impactful and dynamic forum that followed best practices and brand guidelines.

  • GOM created social media guidelines and best practices and distributed them to the pitmasters to help them increase their own social media reach. We helped create specific hashtags and example posts for pitmasters to utilize to help promote the Smithfield brand to their  audiences.

  • GOM attended barbecue events throughout the country and acted as brand ambassadors, creating impactful relationships with potential customers, answering questions about products and availability, facilitating contests and giveaways, and addressing the community about brand initiatives and events.

  • GOM along with the Smithfield Fresh Pork marketing team and other partner agencies all consulted on and helped create a number of special event activations. Green Olive communications team spearheaded all aspects of event management including guest list, invitations, and RSVPs, sourcing vendors within a given budget, assisting with set-up, and day-of event management. Green Olive design team assisted with the creation of invitations, menus, banners, posters, branded premiums and apparel for guests. These design elements incorporated Smithfield brand standards but were tailored for each individual event to echo the design elements of each.

  • The Green Olive Media design team collaborated on a portfolio of design pieces for Smithfield including collateral pieces and takeaways for events and initiatives, specialty apparel for the Smithfield Elite Pitmaster Team, and additional apparel needs for large scale events.
  • Smithfield sponsors a select group of elite pitmasters to represent the brand to consumers across the country. Additionally, the company’s main objective was to increase the number of barbecue pitmasters that were utilizing Smithfield Fresh Pork products in competition. Green Olive helped create targeted messaging that was disseminated to both groups via social media, email blasts, and in-person meetings with potential consumers at competitions and conferences.

  • GOM partnered with Smithfield’s internal marketing team to create a master document of best practices and talking points and set up a one-day intensive media training for elite pitmasters to ensure proper messaging across all platforms.

  • GOM spearheaded media initiatives within the barbecue space. This included created a targeted year-long calendar of pitch angles based on the competition barbecue schedule and key holidays, drafting and distributing media releases announcing Smithfield’s top line initiatives and releasing releases via the PR Newswire as well as hand-pitching to a select list of barbecue-specific media and regional news outlets based on location of events and sponsored pitmasters.

  • GOM public relations and design teams partnered to create social media graphics and campaigns targeted at reaching both the general public and pitmasters. The graphics were rooted in Smithfield’s brand standards while incorporating elements of each event or initiative.

  • GOM helped create a private Facebook group for pitmasters. This private group became a barbecue forum where pitmasters could ask questions of one another, information about Smithfield Fresh Pork products and availability, request tips from the Elite Pitmaster groups, and receive coupons and other giveaways from the brand. Green Olive worked closely with Smithfield’s Fresh Pork Marketing team to monitor and engage via this Facebook page to ensure an impactful and dynamic forum that followed best practices and brand guidelines.

  • GOM created social media guidelines and best practices and distributed them to the pitmasters to help them increase their own social media reach. We helped create specific hashtags and example posts for pitmasters to utilize to help promote the Smithfield brand to their  audiences.

  • GOM attended barbecue events throughout the country and acted as brand ambassadors, creating impactful relationships with potential customers, answering questions about products and availability, facilitating contests and giveaways, and addressing the community about brand initiatives and events.

  • GOM along with the Smithfield Fresh Pork marketing team and other partner agencies all consulted on and helped create a number of special event activations. Green Olive communications team spearheaded all aspects of event management including guest list, invitations, and RSVPs, sourcing vendors within a given budget, assisting with set-up, and day-of event management. Green Olive design team assisted with the creation of invitations, menus, banners, posters, branded premiums and apparel for guests. These design elements incorporated Smithfield brand standards but were tailored for each individual event to echo the design elements of each.

  • The Green Olive Media design team collaborated on a portfolio of design pieces for Smithfield including collateral pieces and takeaways for events and initiatives, specialty apparel for the Smithfield Elite Pitmaster Team, and additional apparel needs for large scale events.
  • Smithfield sponsors a select group of elite pitmasters to represent the brand to consumers across the country. Additionally, the company’s main objective was to increase the number of barbecue pitmasters that were utilizing Smithfield Fresh Pork products in competition. Green Olive helped create targeted messaging that was disseminated to both groups via social media, email blasts, and in-person meetings with potential consumers at competitions and conferences.

  • GOM partnered with Smithfield’s internal marketing team to create a master document of best practices and talking points and set up a one-day intensive media training for elite pitmasters to ensure proper messaging across all platforms.

  • GOM spearheaded media initiatives within the barbecue space. This included created a targeted year-long calendar of pitch angles based on the competition barbecue schedule and key holidays, drafting and distributing media releases announcing Smithfield’s top line initiatives and releasing releases via the PR Newswire as well as hand-pitching to a select list of barbecue-specific media and regional news outlets based on location of events and sponsored pitmasters.

  • GOM public relations and design teams partnered to create social media graphics and campaigns targeted at reaching both the general public and pitmasters. The graphics were rooted in Smithfield’s brand standards while incorporating elements of each event or initiative.

  • GOM helped create a private Facebook group for pitmasters. This private group became a barbecue forum where pitmasters could ask questions of one another, information about Smithfield Fresh Pork products and availability, request tips from the Elite Pitmaster groups, and receive coupons and other giveaways from the brand. Green Olive worked closely with Smithfield’s Fresh Pork Marketing team to monitor and engage via this Facebook page to ensure an impactful and dynamic forum that followed best practices and brand guidelines.

  • GOM created social media guidelines and best practices and distributed them to the pitmasters to help them increase their own social media reach. We helped create specific hashtags and example posts for pitmasters to utilize to help promote the Smithfield brand to their  audiences.

  • GOM attended barbecue events throughout the country and acted as brand ambassadors, creating impactful relationships with potential customers, answering questions about products and availability, facilitating contests and giveaways, and addressing the community about brand initiatives and events.

  • GOM along with the Smithfield Fresh Pork marketing team and other partner agencies all consulted on and helped create a number of special event activations. Green Olive communications team spearheaded all aspects of event management including guest list, invitations, and RSVPs, sourcing vendors within a given budget, assisting with set-up, and day-of event management. Green Olive design team assisted with the creation of invitations, menus, banners, posters, branded premiums and apparel for guests. These design elements incorporated Smithfield brand standards but were tailored for each individual event to echo the design elements of each.

  • The Green Olive Media design team collaborated on a portfolio of design pieces for Smithfield including collateral pieces and takeaways for events and initiatives, specialty apparel for the Smithfield Elite Pitmaster Team, and additional apparel needs for large scale events.

RESULTS

Over the course of a two year relationship with Smithfield, Green Olive Media successfully increased their brand recognition and visibility in the barbecue community. As a result of robust and broad communications plan executed by the PR team, Smithfield converted many pitmasters to using the brand’s Fresh Pork products in competition. Individual Elite Pitmasters received increased exposure in their media markets as a result of media outreach spurred by the brand. Pitmasters Tim Scheer (Shake ‘n Bake BBQ), Brad Leighninger (Gettin’ Basted), Darren Warth (Iowa’s Smokey D’s), Melissa Cookston (Yazoo’s Delta Q), and Tuffy Stone (Cool Smoke BBQ) all represented the brand on local market television spots and in newspaper and magazine interviews. Via consumer-facing activations and brand representation at barbecue events, Smithfield’s presence within the space grew exponentially, both with pitmasters and consumers. The Green Olive Media design team was instrumental in creating a specific look and feel for the barbecue collateral and apparel. The challenge, as with any established multinational brand, is to create something unique and relevant without straying too far from the brand standards set forth by Smithfield. By marrying the existing logos, colors, and typefaces with clever design updates, Green Olive created a brand that was at once both timeless and modern.

Over the course of a two year relationship with Smithfield, Green Olive Media successfully increased their brand recognition and visibility in the barbecue community. As a result of robust and broad communications plan executed by the PR team, Smithfield converted many pitmasters to using the brand’s Fresh Pork products in competition. Individual Elite Pitmasters received increased exposure in their media markets as a result of media outreach spurred by the brand. Pitmasters Tim Scheer (Shake ‘n Bake BBQ), Brad Leighninger (Gettin’ Basted), Darren Warth (Iowa’s Smokey D’s), Melissa Cookston (Yazoo’s Delta Q), and Tuffy Stone (Cool Smoke BBQ) all represented the brand on local market television spots and in newspaper and magazine interviews. Via consumer-facing activations and brand representation at barbecue events, Smithfield’s presence within the space grew exponentially, both with pitmasters and consumers. The Green Olive Media design team was instrumental in creating a specific look and feel for the barbecue collateral and apparel. The challenge, as with any established multinational brand, is to create something unique and relevant without straying too far from the brand standards set forth by Smithfield. By marrying the existing logos, colors, and typefaces with clever design updates, Green Olive created a brand that was at once both timeless and modern.

Over the course of a two year relationship with Smithfield, Green Olive Media successfully increased their brand recognition and visibility in the barbecue community. As a result of robust and broad communications plan executed by the PR team, Smithfield converted many pitmasters to using the brand’s Fresh Pork products in competition. Individual Elite Pitmasters received increased exposure in their media markets as a result of media outreach spurred by the brand. Pitmasters Tim Scheer (Shake ‘n Bake BBQ), Brad Leighninger (Gettin’ Basted), Darren Warth (Iowa’s Smokey D’s), Melissa Cookston (Yazoo’s Delta Q), and Tuffy Stone (Cool Smoke BBQ) all represented the brand on local market television spots and in newspaper and magazine interviews. Via consumer-facing activations and brand representation at barbecue events, Smithfield’s presence within the space grew exponentially, both with pitmasters and consumers. The Green Olive Media design team was instrumental in creating a specific look and feel for the barbecue collateral and apparel. The challenge, as with any established multinational brand, is to create something unique and relevant without straying too far from the brand standards set forth by Smithfield. By marrying the existing logos, colors, and typefaces with clever design updates, Green Olive created a brand that was at once both timeless and modern.

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Atlanta

Atlanta

Atlanta

Atlanta

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media