07/20/2026
When Iowa Pork came at us with concerns of rising costs, falling demand, and a market that wasn't hungry enough, we immediately started researching a hunch. College football fans already loved pork, and they just needed a push. So we built on something that was already working.
"Purchase Moore Hamann Bacon" had gone viral in 2023, and rather than start from scratch, we gave it a second act. A nine-week video series starred Iowa State student athletes, backed by Hy-Vee promotions that put the product right where the craving was.
The results speak for themselves, which is the only kind of advertising worth doing.
- Pork sales increased 6%, double the goal we were given.
- Meat counter sales rose 30%.
- The campaign earned 2,079 shares and 89,000 impressions per post.
Two trophies came home with it as well. National Grand Champion at Best of NAMA, and Best of Show at PRSA Iowa.
The lesson, as always, is to find what people already love, then give them a reason to buy more of it.
