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Chris Taylor
Creative Director | Storyteller | Communications Manager
Rescuing Thanksgiving one ham at a time.
Every year, thousands of Americans don't just cook turkey. They nearly kill it. Introducing: the Smithfield Hambulance. Just tell Alexa you have a turkey emergency and first responders will deliver a fully cooked famous Smithfield Ham.
CHALLENGE
Smithfield Hams are the star at Easter. We wanted to make inroads at Thanksgiving, the holiday dominated by turkey.
SOLUTION
Take advantage of turkey's notorious cooking challenges. People mess birds up every year. Enter the Hambulance. A holiday-saving operation that delivers fully-cooked Smithfield Hams to cooks with a turkey emergency. It was the first time Smithfield, a CPG brand, used Amazon Echo's open API to tap into the growing love of AI-based technology. We delighted consumers with a seamless on-demand experience, from voice activation to home delivery.
RESULT
We took a day that was all about turkey
and made ham the hero.
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