Hatfield® and Agency quench Launch “Better Care. Better Pork” Campaign With An Eye Toward Gen Z and Millennial Shoppers

Food & Beverage Marketing Experts Leans Into Storytelling And Authenticity To Help Brand Expand Beyond The Northeast

The smell of Hatfield® pork on the grill is enough to make one suburban dad abandon lawncare mid-mow and drive his tractor through traffic, across town, following his nose to the source – his friend’s barbeque. That’s the premise of the new comedic spot, “Mower,” a key component to the “Better Care. Better Pork” campaign created by food and beverage marketing agency quench for Pennsylvania-based Clemens Food Group and its Hatfield® brand.

Click here to watch “Mower,” the first of two new spots created by quench, both launching this month. In another new spot, “Tailgate,” the irresistible aroma of sizzling Hatfield bacon draws fans from every corner of a parking lot.

The new integrated campaign – aimed at differentiating the 100-year-old pork producer in an increasingly values-driven food landscape – is built around the positioning “when better care leads to better pork, it’s irresistible” and targets Millennial and Gen Z shoppers with a strategic mix of emotional storytelling, purpose-led messaging, and craveable food visuals, all designed to drive both brand awareness and sales volume.

“We’re not just selling pork, we’re spotlighting a brand that puts care at the center of everything. That’s a message that resonates with younger consumers who are tired of marketing fluff and want the real story,” said quench CEO Michael Pavone. “Bottom line: Consumers want food they can feel good about and brands they can believe in. Hatfield checks both boxes.”

Research Leads To Creative:

To validate the brand’s positioning, quench conducted consumer focus groups across two key expansion markets and a current local market, testing messaging with Gen Z and Millennial shoppers. The response was clear: younger consumers are highly motivated by brands with transparency and purpose. The idea of a pork producer voluntarily exceeding welfare standards struck a chord, especially when paired with premium marinated products and recognizable staples like Hatfield’s ham steaks.

While Hatfield has strong market penetration in Pennsylvania, New Jersey, New York, Delaware, and Maryland, the new campaign supports aggressive expansion into North Carolina, South Carolina, Georgia, Florida, Michigan, Indiana, Illinois, and California, where brand awareness is more limited. Paid media will include connected TV, digital video, social, and retail media, with creative that balances values-forward messaging with appetite appeal.

“Growth for us means more than just shelf space; it’s about building relationships with new consumers who share our values,” said Brad Doyle, Director of Marketing at Clemens Food Group. “It’s about telling a story that’s meaningful and memorable. It’s also about earning the trust of a new generation of consumers by staying true to who we are. This campaign helps us do that.”

Source: quench

  Advertising, Campaign, Clemens Food Group, Food, Hatfield, Marketing, Quench