CREATIVITY

SMITHFIELD’S
FLORIDA FAMILY 
GETAWAY SWEEPSTAKES

To deliver your brand message to a shopper at retail, your creative first has to break through the clutter.  For Smithfield, PROtential developed a highly-creative winter promotion offering a family of four an unforgettable trip to Daytona Beach, as part of a “Florida Family Getaway.”  The prizewinners enjoyed lunch with Richard Petty, credentials for the Daytona 500, a day at their favorite Florida theme park, and a chance to drive real stock cars through Richard Petty Driving Experience.  All with striking POP that placed “The King” in a Florida beach scene, while carefully avoiding track or race mentions and costly associated rights fees.