Food Brand Case Studies
Trucker Love
Cause-related Campaign
Supporting
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.
Strategy
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.
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