SMITHFIELD, VA. — Country star Luke Bryan is the new face of Smithfield Foods’ Good Goes On marketing campaign.

The promotions will be centered around Smithfield’s portfolio of brands including Eckrich, Nathan's Famous and Carando.

“I'm proud to kick off the Good Goes On program because there's always room for more good in the world," Bryan said. "I'm a believer in finding the good in every day, having fun and spreading joy. We have a few surprises up our sleeves this year, so be sure to follow us as we continue to find ways you can spread the good in 2023."

The campaign’s goal is to encourage consumers to nurture their bodies and celebrate goodness during mealtimes.

"Our brands are excited to partner with Luke Bryan to help continue our mission of bringing goodness to households through the food we provide," said Tim Zimmer, chief marketing officer for Smithfield Foods. "Over the years, we've enjoyed seeing that even small and simple acts of thoughtfulness can make a difference. This year, we're proud to join with Luke Bryan to focus on the good around the table and showcase how our brands help nurture the communities we serve across the nation."

smithfield bacon dryer sheets packageSource: Smithfield Foods

Another recent marketing campaign from Smithfield was an April Fools’ Day prank. On April 1, the company posted photos to its social media channels of Bacon-Scented Dryer Sheets, a fake product launch that was later revealed to be a joke.

Smithfield will continue to utilize its social media platform to engage consumers with the Good Goes On promotions.