Food Brand Case Studies

A Super Campaign For The Super Bowl

Rudolph Foods, the world's largest manufacturer of pork rinds, succeeded in its quest to solidify Pork Rind Appreciation Day as a nationally designated holiday.

Using the power and quirkiness of Pork Rind Appreciation Day, Southern Recipe, and our nonprofit of choice, Coach Mike Ditka’s Gridiron Greats Assistance Fund, teamed together to reach consumers in an interesting and unique way. Leading up to Super Bowl Sunday the brand raised funds for former NFL football players and greats in dire need — and in this campaign year, especially those affected by traumatic brain injuries.

Strategy

Drive America’s awareness of brain injuries, while also developing an online Memory Matching Game that allowed consumers to interactive with pork rinds in a whole new way. Web visitors were asked to match photos of former NFL greats, and in doing so, to win prizes and raise funds for Gridiron Greats. By exposing consumers, we were successful, and increased brand and product awareness, raised donations for the Gridiron Greats Assistance Fund, and sold more pig skins during this time period than ever before.

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Results: October - January

Media Relations Impressions:

Media Relations ROI:

165 million 

128.1

Social Media Impressions:

1 million

Game Plays:

503,000

Website Hits in January:

150,000 unique hits

Gridiron Greats Donation:

$40,000