Hy-Vee’s NIL Promotion Shines a Spotlight on Iowa Pork

Hy-Vee has launched a unique and viral NIL (Name, Image, Likeness) promotion in partnership with the Iowa Pork Producers Association to promote pork consumption and support local farmers. The campaign, featuring Iowa State Cyclone football players, has generated significant attention both locally and nationally.

“Purchase Moore Hamann Bacon” Campaign

The campaign encourages consumers to “Purchase Moore Hamann Bacon” and showcases Iowa State Cyclones Myles Purchase, Tyler Moore, Tommy Hamann, and Caleb Bacon posing with large hams and piles of bacon. The promotion quickly gained traction on social media, reaching over 20 million views on X (formerly Twitter), and was recognized with the Best NIL Deal of 2023 award by Sports Business Journal. The success of the campaign prompted its return for the 2024 season, featuring new student-athletes and episodic video content. These videos highlight the student-athletes participating in “tryouts” for the campaign and will culminate in celebration of National Pork Month (Porktober).

Community and Charitable Efforts

In addition to promoting pork products, the campaign has a charitable component. For each student-athlete featured in the videos, the Iowa Pork Producers Association will donate $1,000 worth of pork to a local food pantry. This aligns with Hy-Vee’s 100 Million Meals Challenge, which aims to combat food insecurity across the U.S.

Consumer Engagement

Hy-Vee stores across the Midwest are participating by offering giveaways of Blackstone Griddles and free bacon for a year to 20 lucky winners. To enter, consumers simply need to purchase pork and scan their Hy-Vee Perks card at checkout. The promotion is active in over 200 Hy-Vee locations across Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota, and Wisconsin.

Supporting Farmers and Building Relationships

Hy-Vee’s Jason Pride, VP of Meat and Seafood, emphasized how the campaign not only promotes pork but also strengthens relationships with farmers in the region. Hy-Vee’s collaboration with the Iowa Pork Producers Association underscores the company’s ongoing commitment to supporting local agriculture and community initiatives.

This innovative partnership between Hy-Vee, Iowa State athletes, and the Iowa Pork Producers Association has successfully combined entertainment, social media engagement, and charitable giving to benefit both consumers and communities across the Midwest.