This account started as one regional brand. In three years we grew Smithfield into Doner's second largest account in billings and largest in terms of social and digital output. With 72 brands total including Nathan's, Eckrich and Armour, we worked hard to strategically carve out lanes for different brands to swim in. Smithfield stood for breakfast– protein packed and easy enough to make on weekday mornings for busy families. During my time on the brand we took Smithfield from the #4 brand of bacon to the #2 brand of bacon behind Oscar Meyer. And trust me when I say we did not have anywhere close to Oscar Meyer's budget. 

"Breakfast Hero"

"Burrito Genius"

"Breakfast Maverick"

"Breakfast Has Your Back"

"Carpe Weekday"

"This Is Breakfast"