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    Smithfield’s Summer Ham Spirals Into Control

    Onetime winter holidays-only item reintroduced with new ad campaign

    Smithfield Packing Co. Inc., the Virginia-based producer of Smithfield pork products, has introduced Summer Spiral Ham as proof that the product isn’t just for the winter holidays anymore. The pre-cooked, pre-sliced ham is now available in select grocery and club stores along the East Coast and throughout the Mid-Atlantic and Southeast regions. To support the seasonal product, Smithfield has concurrently launched a multimedia advertising campaign designed to play up the product’s great taste and convenience.

    A new TV commercial, running through July 3, portrays an outdoor summer picnic featuring family, friends and food. As the camera takes in the festive spread, including a Summer Spiral Ham, a hand reaches over to pull off a slice, illustrating the fully cooked item’s convenience -- not to mention its irresistibility. The spot then closes with the tagline “Ready when you are, keeping you out of the kitchen and enjoying time with loved ones.”

    As well as the on-air ads, the campaign encompasses floor-talk and shelf-talk activations, which are set to roll out to select retailers beginning July 16, and an FSI slated to drop on July 22.

    “At Smithfield Packing Co., we pride ourselves in bringing high-quality and convenient products, like the ready-to-eat Summer Spiral Ham, to our consumers,” said VP of marketing Will Brunt. “Through our latest ad campaign, we hope to bring more recognition to the Summer Spiral product and to help to create a new summertime spiral ham tradition for our consumers.”
     

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