Smithfield Foods Inc.'s portfolio of funny ads is gwowing gweatly.
Last month, the pork company began airing its "We Make Bacon" radio ads, in which a stone-cold-serious announcer intones: "Let it be known that we make bacon. We do not, however, make bacon air freshener, bacon lip balm… or T-shirts that say, 'Body by bacon' or 'Bacon is meat candy.' "
Now comes the "Gweatness of Gwaltney" campaign, capitalizing on – and poking fun at – the unusual name and pronunciation of the brand, which is more than a century old.
"It's hot dogs, bologna and bacon that take you back to your childhood and remind you of comfortable times," said Will Brunt, Smithfield's vice president of marketing. "We wanted to play on that and then we wanted to celebrate the name. It's an unusual name. So we made a pun to make people know how to pronounce it and have fun with it."
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