IPPA’s Viral NIL Campaign Wins Grand Champion, Best of Show, and Boosts Pork Sales Across the Midwest
The Iowa Pork Producers Association’s creative NIL campaign, Purchase Moore Hamann Bacon, has taken the ag marketing world by storm—earning Grand Champion status at the 2024 Best of NAMA Awards. Out of 950 entries across 60+ categories, this Iowa pork-driven promotion also earned Best of Show (Consumer Communications) and 1st Place in Social Media Campaign (Consumer).
Launched in September 2023, the campaign teamed up with Iowa State Cyclone football players Myles Purchase, Tyler Moore, Tommy Hamann, and Caleb Bacon to encourage the public to “Purchase more ham and bacon.” The cleverly executed Name, Image, and Likeness (NIL) strategy went viral and was even crowned Best NIL Deal of 2023 by Sports Business Journal.
In 2024, IPPA partnered again with the Meyocks agency for a sequel—this time featuring video skits with the four football stars judging tryouts from fellow student-athletes. A retail boost came through Hy-Vee, where 200 stores across the Midwest showcased themed signage during a fall tailgate promotion that successfully drove pork sales.
The campaign had a strong community impact, too. IPPA donated nearly 50,000 servings of pork to food banks across Iowa, supporting families facing food insecurity.
“This initiative promoted pork in a positive way, boosted sales, and stocked food pantries across Iowa. A great job by everyone involved,” said IPPA President and Carroll pig farmer Aaron Juergens.
IPPA thanked the student-athletes, We Will Collective, Hy-Vee, and IPPA team members Kevin Hall and Joyce Hoppes for leading the charge.
“This has truly been a win/win for the NIL world,” added Brent Blum, executive director of the We Will Collective.
