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Food Brand Case Studies

Trucker Love

Cause-related Campaign


Southern Recipe started serving up pork rinds way back in 1955. In the early years, these pork rinds were made with bacon rinds already smoked. However, in 1957, the pork industry no longer supplied this product – effectively shutting down our beloved pork rind snack. With southern ingenuity, our founder's wife put her home economics background to work and invented a never-seen-before (secret) two-step process.


Through a series of trucker-friendly recipe photos and videos highlighting recipes that can be made in the cab of a truck, we invited fans to vote daily  for their favorite. Leading up to Truck Driver Appreciation Week (September 9-15), we asked Truck Drivers and pork rind lovin’ consumers across America to participate in our “Pedal to the Kettle” cause-related initiative to support The St. Christopher Truckers Development and Relief Fund

To celebrate Truck Driver Appreciation Month and the trend of:

(a) Healthier eating for truckers everywhere.

(b) Encouraging truckers to live their best lives.

(c) Truckers cooking in their cabs.

HTML email with animated header video

Results: August 1 - September 15

227,774  increase of 14% over last year's campaign
Media Impressions:
Media Breakdown:
12 million, more than 2x goal
14 Radio
4 Influencers
8 TV
5 Print
Web Traffic:
Increased by 17% over the same period last year
Social Media Growth:
Facebook grew by 12%  from the previous month
Instagram grew by 21% from the previous month
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