In its largest brand campaign since 2019, Applegate Farms is strategizing to connect with consumers. The company recently launched its Model Farmer campaign, using humor and wordplay to underscore Applegate’s unwavering commitment to responsible farming practices and transparency.
“For more than 37 years, Applegate has dedicated itself to providing consumers with high-quality, responsibly sourced meat products,” said Joe O’Connor, President. “This new campaign, our first to run nationally since before the pandemic, proudly tells this story and highlights what makes our products so unique. And what better way to represent our brand than with a farmer? Our farmers bring our standards to life and are the stewards of a better food system.”
The campaign features a charming "Model Farmer" who, with his humble demeanor and rugged good looks, is often mistaken for a fashion model. When asked if he’s a model, he earnestly responds, “I am a model…of responsible farming practices at Applegate.” The ads humorously show him and other characters, like a "model dad" and a "model citizen," embracing their inner models while enjoying Applegate products.
According to a press release, key highlights of the campaign include:
“We believe that by championing a different way to produce and consume meat, we can help to make a positive impact on the environment, animal welfare, and public health,” said Joe Villiano, Vice President of Sales and Marketing. “This campaign is not just about promoting our products or our model of doing things; it’s also about inspiring 'model behavior' in others and encouraging them to join us as a force for good in the world around them.”
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