To celebrate International Bacon Day on Sept. 3, MEAT+POULTRY editors headed to Kauffman Stadium in Kansas City, Missouri, home of the Kansas City Royals, for “Bacon Day at the K,” sponsored by Farmland Foods Inc.

Farmland representatives handed out bacon novelty items as well as samples of bacon from several tents situated around the stadium as fans entered the stadium.

“It’s an opportunity for us to be able to express some things about our brand, and for consumers to experience it in a really fun setting," said Mike Merritt, director of Smithfield Foods marketing.

In front of a sold-out crowd, Farmland, a Smithfield Foods subsidiary, hosted several locations where it promoted its bacon brand, including a massive bacon sculpture of the Royals mascot, Sluggerrr. The 150-lb., life-size bacon bust created by food artist Jim Victor. 

“It’s really, really exciting to have that stopping power in person,” Merritt said of the sculpture. “When they see this up close and personal, it’s really unique and different.”

Next to Sluggerrr was a photo booth where fans could pose for pictures using bacon props and share their experiences on social media. Farmland also promoted its products with a contest offering the winner free bacon for a year, as well as a social media campaign to promote the event on Snapchat.  

The company knows that having a major social presence, especially at a large event, can give them some important exposure.

By the end of the night, with a sell-out crowd cheering for the Royals and the aroma of bacon wafting in the air, Merritt, said the event was a successful campaign for Farmland.

“It just made a lot of sense for us to do this event with the Kansas City market being so important to the Farmland brand and our relationship with the Royals,” Merritt said.