Smithfield Foods is tapping Leo Chicago as its new creative and strategic agency of record, part of a broader push to unify its marketing ecosystem and accelerate growth across its portfolio.
The move places Leo Chicago at the center of a newly assembled agency team that also includes LaForce as lead communications partner, alongside existing partners Kelly Scott Madison and Mars United Commerce, which will continue to handle media and commerce marketing.
The integrated model is designed to bring greater alignment across creative, media, communications, and retail, as Smithfield looks to sharpen how its brands show up in culture and at the point of purchase.
“This is an exciting moment for our brands,” said Brendan Smith, Chief Marketing Officer at Smithfield Foods. “We have long been part of how people prepare, gather and share meals. This partnership builds on that legacy while accelerating creative momentum, expanding how our brands show up where consumers live, play and shop, and strengthening Smithfield’s leadership in innovation across the categories and markets we serve.”
The company’s portfolio includes a wide range of household names, from Smithfield and Nathan’s to Eckrich, Farmland, Armour, Farmer John, Kretschmar, Carando, and Margherita.
With consumer expectations shifting and competition intensifying across packaged goods, Smithfield’s approach signals a move toward tighter integration and more culturally attuned creative, anchored by Chicago-based leadership on the agency side.
Leo Chicago now steps into a role that goes beyond campaigns, helping shape how one of the country’s largest food companies evolves its voice across every touchpoint.
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