Applegate Farms, a Bedminister, New Jersey, USA-based producer and marketer of natural and organic meat products including frozen turkey burgers, chicken nuggets and breakfast sausage, has launched its latest advertising campaign. Entitled “Model Farmer,” it promotes the brand as a “model for doing things the right way.” Humor and word play is used to underscore Applegate’s commitment to responsible farming practices and transparency in the food industry.
“For more than 37 years, Applegate has dedicated itself to providing consumers with high quality, responsibly sourced meat products. This new campaign, our first to run nationally since before the pandemic, proudly tells this story and highlights what makes our products so unique. And what better way to represent our brand than with a farmer? Our farmers bring our standards to life and are the stewards of a better food system,” said Joe O’Connor, president of the company, which has been a stand-alone subsidiary of Hormel Foods since 2015.
The promotion features a “Model Farmer” who, with his humble demeanor and rugged good looks, is often mistaken for a fashion model. When asked if he’s a model, the earnest reply is: “I am a model…of responsible farming practices at Applegate.” The ads humorously show him and other characters, such as a “model dad” and a “model citizen,” enjoying Applegate products.
Key highlights of the campaign include the following.
• Responsible Farming Practices: Applegate supports farming practices that prioritize the well being of people, planet and animals, like organic and climate smart agriculture. It is committed to promoting regenerative agriculture, which can help restore soil health, increase biodiversity, and sequester carbon. In March 2024, the company announced its goal to transition 100% of the beef in its hot dogs to be sourced from certified regenerative sources by the end of 2025, exemplifying this commitment.
• Humane Animal Treatment: The brand’s proprietary welfare standard, dubbed Applegate Humanely Raised, ensures products are sourced from animals that are raised humanely, pursuant to the company’s standards, which includes space to engage in natural behaviors and promote natural growth, with no antibiotics, ever.
• Applegate Simple Ingredients: Consumers can trust that all products are natural, meaning minimally processed with no artificial ingredients.
• No Antibiotics Ever: Animals used in Applegate products are never administered antibiotics or administered or fed growth promotants of any type.
“We believe that by championing a different way to produce and consume meat, we can help to make a positive impact on the environment, animal welfare, and public health,” said Joe Villiano, vice president of sales and marketing. “This campaign is not just about promoting our products or our model of doing things; it’s also about inspiring ‘model behavior’ in others and encouraging them to join us as a force for good in the world around them.”
The campaign features the brand’s best-selling products in videos and social media content, including Applegate Naturals Gluten-Free Chicken Nuggets.
