Hatfield
Overview
Hatfield Quality Meats is a 130-year-old direct-to-consumer meat brand based in Pennsylvania and owned by Clemens Food Group. While at Levlane Advertising, I led the creative for and helped win the new business pitch before becoming the lead Art Director on the account. Working directly with the client and leading creative reviews, I oversaw the development of all brand assets, from packaging design to out-of-home campaigns. I also managed two designers on the account and directed photo and video shoots for various products and recipes in collaboration with external production companies.
Let’s get into it—
✦ Role
Art Direction
✦ Collaborators
Deborah Racano, Creative Director
Chara Smith, Copywriter
Evan Monsky, Copywriter
✦ Industry
Food, CPG
-
Hatfield’s existing asset library consisted of outdated, unappealing product imagery.
Consistent stream of holiday and seasonal offerings in need of fresh online content.
Sponsorships in need of updated assets
Up against the new wave of organic and ethical meat options, and had not previously been capitalizing on their long-standing ethical business practices, and simple ingredients
-
Create Photos, Videos and Designs that focus communicate “Simple.” Simple family life, simple ingredients, simple recipes, “Simply, Hatfield.”
Incorporate people and families into their imagery, aligning with their existing family focus and wholesome brand.
Maintain a connection with their current consumer, while keeping up with industry trends in ethics and flavors.
Communicate brand values including empathy, family, and flavor.
Where it started…
For the pitch, Hatfield asked agencies to develop a print campaign for their new line of ground sausage, Recipe Essentials. Working with my copy partner, Chara Smith, we developed “The Meat with More Flavor.” Highlighting the added flavor of ground sausage, as opposed to beef or poultry alternatives.
Visually, I focused on high-quality, rustic visuals paired with impactful typography, and an updated treatment of their logo. My aim was to emphasize craftsmanship, and provide a grounding power that guides the viewer’s eye through the designs.
The client loved the designs, and ultimately chose Levlane to represent them as their Agency of Record.
Print Advertising
In-Store Advertising
Promotional Images
Packaging Design
Where it went.
After winning the business, we had a few new goals to keep in mind. The rising popularity of ethical practices, and a looming stigma of over-processed foods. Hatfield’s audience wanted to know that Hatfield cared about their family and their well-being. As a legacy brand, Hatfield had a loyal customer base, so it was just as important not to ostracize them or chip away at their existing traditional consumer.
With all of these ideas in mind, our team explored and pitched several ideas and developed “Simply, Hatfield.” This concept ultimately resonated most with the Hatfield team, as they felt it stayed honest and true to their brand.
So, what does it mean?
Simply, Hatfield. It means you don’t need overly complicated recipes to have a great tasting meal. The flavor is all in the quality cuts of Hatfield pork. It means being able to enjoy the simple life with your family without having to “keep up with the Joneses”. It means that Hatfield uses simple ingredients, and simple processing with only the freshest, juiciest cuts of meat.
To show this visually, we shot product images that kept things delectable, and of course, simple. Just meat straight off the grill or pan. Juicy, with that delicious crispy char that you can only get with real flames.
Slice of Life Photography
Every photo contains working hands and movement to create a realistic, slice-of-life vignette of the typical Hatfield customer. Family-style cooking. Natural textures in the background. Subtle punches of Hatfield brand colors— blue, yellow, and red, sprinkled in with colorful cookware and table settings.
Youtube Shorts
Recipe ideas help the audience envision the ways in which they’ll use products. The simpler the better when it comes to cooking for a whole family, whether it is breakfast, lunch or dinner.
Staying in line with the photography strategy, this series of videos give folks a realistic portrayal of what cooking with Hatfield products can be. We had Hatfield’s head chef create recipes using just 6 ingredients, shown at the beginning of each video, and ending with it being served to the whole family.
The Official Dog of the Philadelphia Phillies
Hatfield is the official hot dog sponsor of the Phillies MLB team. They host the famous Dollar Dog night, and the Philly Phanatic launches free hot dogs high into the stands on a nightly basis. We created a brand new logo for Dollar Dog nights, and a series of social content around the hot dog launcher.
Additionally, Hatfield had a rotating OOH spot on the stadium’s billboard, that we utilized to run real-time weather-relevant creative.
