Smithfield is fast taking over the "breakfast meats" category. It's driving category growth and out-performing other national brands with its bacon. People who purchase bacon are likely to cross-shop other breakfast proteins, like breakfast sausage. Leveraging this insight, Smithfield introduced fresh Sausage in 2016. For this campaign, we wanted to inspire our target to switch it up on occasion and serve delicious Smithfield Fresh Sausage for the larger weekend breakfasts. Serve Smithfield Fresh Sausage for a delicious twist on the traditional breakfast.

I was assigned to develop a campaign look/feel for Smithfield Fresh Sausage. Creative deliverables included print, digital, and in-store. This was my favorite project while at Doner because I was able to be hands on throughout the whole process. I researched food trends, created and pitched concepts, guided the stylists, helped out at the photoshoot, and built the deliverables below.

Conceptual Ideas & Sketches: