Smoked Sausage Brand Launches Campaign To Bring Flavor Home
A new national campaign, “Eckrich, the Sausage That Takes You Home,” was unveiled recently. The Eckrich® brand, which as been around for more than 130 years, hopes to celebrate the powerful connection between food, family and the comforting flavors of home while showcasing how easy and delicious it can be to create a meal to remember, according to a company release.
The ad spots will feature humorous and relatable scenarios, aiming to remind consumers of more than just sausage, but a taste of home.
“Whether it’s a busy weeknight dinner, lunch on the go or a weekend gathering, Eckrich has always been part of those meaningful moments,” said Angela Cheng, senior brand manager of Eckrich at Smithfield Foods. “This campaign taps into those mealtime moments we help create, showing how one bite can bring back familiar comforts and build new cherished memories.”
A fully integrated campaign will roll out nationally and in key markets throughout 2025. Premier creative will take 30-second, 15-second and six-second forms across CTV/TV, online video, audio, digital and social media, and will be supported through the brand’s refreshed website, which showcases a consumer-centric design, integrated social media features and product usage highlights, says the company release.
New Managing Director Named For Topigs Norsvin Canada
Topigs Norsvin Canada announced Mike Shaw will be the Managing Director effective May 1. Shaw is familiar with the pig sector and has held various roles within Topigs Norsvin since 2008. His last position was Director Operations. He also holds the position of Global Operations Manager at Topigs Norsvin International, according to a company release.
“I am very pleased to take on this leadership role at Topigs Norsvin Canada, with our world-class genetics program and talented team, we’re uniquely positioned to help Canadian pork producers enhance efficiency, sustainability, and profitability,” Shaw says. “I look forward to strengthening our partnerships across the industry while driving continued innovation.”
Shaw will report to Geert Rombouts, Regional director North America.
“Mike’s strategic insight, technical expertise, and customer-focused approach make him the ideal leader to guide our Canadian operations through their next phase of growth,” Rombouts says. “His deep understanding of both our genetics programs and the broader market landscape will be instrumental as we continue to expand our presence in Canada.”
Shaw succeeds Cam McGavin, who will continue to contribute with Key Accounts, special projects and as an advisor during the transition period.
“Cam has played an extremely important role in the very successful development of Topigs Norsvin in Canada during his long service,” Rombouts adds. “Under his leadership, Topigs Norsvin Canada has grown into the market leader in Canada, and also established one of our central nucleus breeding locations. We are very grateful for his efforts and thank him for his great dedication.”
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