In a striking collaboration, Hy-Vee is promoting Iowa’s pork industry through a creative campaign involving student-athletes. This initiative not only emphasizes pork products but also fosters stronger ties with local farmers, illustrating a growing trend in retail marketing—leveraging local partnerships to enhance brand visibility.
Hy-Vee, a major grocery chain operating over 570 stores across eight Midwestern states, has partnered with the Iowa Pork Producers Association to launch the “Purchase Moore Hamann Bacon” campaign. With large displays set up in 200 stores, this initiative prominently features Iowa State Cyclone football players. As stated by Matt Gent, President of the Iowa Pork Producers Association and a pig farmer himself, the goal is straightforward: to promote the pork industry while encouraging consumers to increase their pork purchases.
The impact of the campaign was evident when it quickly went viral shortly after its launch in September 2023, reaching over 20 million views on social media platforms. The striking images of players like Myles Purchase, Tyler Moore, Tommy Hamann, and Caleb Bacon posed with a large ham and a heaping pile of bacon captured substantial attention, earning the campaign the Best NIL Deal of 2023 award from the Sports Business Journal. The combination of sports and food marketing resonates with local consumers, amplifying engagement in a uniquely Midwestern manner.
As the campaign looks forward to the 2024 season, it will include an expanded lineup of student-athletes. Fans can expect to see a series of episodic videos featuring the players as they audition for their roles in the campaign. These videos, set to air every Monday at 10 a.m., help create a buzz around the “Purchase Moore Hamann Bacon” concept. The unveiling of these episodes in late August adds a layer of anticipation, building momentum for the upcoming National Pork Month, commonly known as “Porktober.”
Furthermore, the campaign supports local communities beyond marketing efforts. In conjunction with the Iowa Pork Producers Association, each participating student-athlete selects a food pantry to receive a donation of $1,000 worth of pork. This generous initiative ties into Hy-Vee’s broader commitment to combat food insecurity across the country through their 100 Million Meals Challenge. This dual focus on agricultural support and community assistance enhances the holistic appeal of the campaign.
Jason Pride, VP of meat and seafood at Hy-Vee, emphasized that the initiative not only draws attention to their meat offerings but also showcases the company’s support for local farmers. He noted, “We also appreciate the Iowa Pork Producers Association for supporting our efforts to alleviate food insecurity in our communities. This campaign is a win-win for everyone.”
Adding excitement to the campaign, Hy-Vee is offering giveaways including 10 Blackstone Griddles and a year’s supply of free bacon to 20 lucky customers. To qualify, consumers simply need to purchase pork products within any of the 200 participating Hy-Vee stores and scan their Hy-Vee Perks card at checkout before the end of October.
Hy-Vee’s strategic marketing campaign demonstrates the effective use of NIL deals to create engaging and memorable promotional efforts while supporting local economies. By leveraging the popularity of student-athletes, Hy-Vee taps into both their fandom and the values of community and health-conscious choices surrounding food consumption.
As the grocery landscape evolves, campaigns like “Purchase Moore Hamann Bacon” illustrate how supermarkets can successfully intertwine local agriculture with consumer engagement strategies, reflecting a responsive approach to both industry trends and consumer preferences.
Using their platform, Hy-Vee has effectively positioned itself not just as a supermarket, but as a community partner dedicated to enhancing the visibility of local agricultural producers while addressing social issues. This campaign serves as a case study for retailers aiming to blend marketing strategies with a commitment to community and agriculture.
In conclusion, the innovative approach of Hy-Vee’s NIL promotion stands as a compelling example of how brands can utilize local partnerships, student-athlete branding, and community support to drive both awareness and sales.
