Prairie Fresh pork was the second-largest pork supplier in the industry. However, their brand awareness ranked among the lowest in the category. To remedy this problem, Prairie Fresh reached out to Signal Theory to help them raise brand awareness and better position them against other well-known pork brands. The big idea came when Signal Theory uncovered the insight that overall consumers felt that meat producers were “hiding something.” The fact that Prairie Fresh owned their farms and managed every step of the process allowed Signal Theory to tell a more transparent story than everyone else. Two uniquely funny spots set up the campaign line, “It’s good to know where your food comes from.”
