From Private Label to Prime Time
Elevating Godshall’s Into a National Brand
Turning a Hidden Hero Into A Household Name
Challenge
Godshall’s, the world’s largest turkey bacon producer, had long relied on private label partnerships for growth. To unlock higher margins, consumer loyalty, and market leadership, the board hired Francis Yupangco to lead a transformational pivot, shifting from private label dependency to building a nationally recognized branded powerhouse in the competitive “better-for-you” meat category.
Strategy & Execution
Led brand strategy, business development, and full P&L ownership as part of the executive leadership team, tasked with repositioning Godshall’s from behind-the-scenes producer to a front-of-shelf brand leader.
Executed a complete brand transformation including new brand identity, packaging, trademarks, website, and omnichannel marketing roadmap.
Used syndicated category data and consumer testing to guide SKU development, packaging design, and messaging frameworks that resonated with emerging wellness-driven shoppers.
Premiumized the product line by elevating ingredient sourcing (e.g., U.S.-raised turkey, cage-free, no added hormones) to align with consumer values and drive shelf preference.
Launched innovation-forward SKUs including Organic Turkey Bacon, Peppered Turkey Bacon, and Canadian, Beef, and Turkey Ham extensions to create category whitespace and incremental growth.
Redesigned packaging with die-cut formats and plated product photography for standout shelf impact and appetite appeal.
Developed national advertising, promotional, and shopper marketing campaigns, combining retail media, influencer activations, digital performance, and experiential programming.
Expanded branded retail distribution by 300%, entering 20,000+ doors including Sam’s Club, Walmart, Albertsons, and Publix.
Scaled digital and e-commerce marketing using Instacart using retargeting and full-funnel optimization to improve ROAS and repeat purchase.
Secured high-volume foodservice, university, and institutional accounts, extending brand reach beyond traditional retail.
Results
- Jumped from #5 to #3 in the U.S. Turkey Bacon category in just 18 months.
- Achieved 300% retail distribution growth, establishing Godshall’s as a top national brand.
- Doubled e-commerce sales in 1 year, earning Instacart’s Best-in-Class Case Study Feature.
- Generated three consecutive years of double-digit ESOP growth.
- Brand success fueled a multiple plant expansions and a strategic acquisition.
- Earned a Guinness World Record for the longest piece of turkey bacon, generating national PR and viral brand buzz.
