For the first time in its 119-year history, Hormel Foods will market their
extensive portfolio of Hormel branded products from familiar favorites like
Hormel chili to newer offerings like Hormel refrigerated entrees in a single
campaign. This initiative, launching today, supports all Hormel branded
products through a single advertising platform: Life Better Served.
The campaign is designed to address an opportunity discovered through extensive
consumer research: that many consumers know and love the Hormel brand,
evidenced by top-performing products in several categories, but they do not
realize the depth of the product offering and its ability to fulfill the full
range of meal needs. As a direct response to this insight, the campaign will
spotlight the Hormel brand’s unmatched ability to provide protein-rich meal
offerings that are both convenient and satisfying for all occasions.
This integrated approach is designed to welcome our target consumer to the
world of Hormel brands which can meet her desire to provide for her family
with simple, wholesome meal solutions, said Scott Weisenbeck, group product
manager, integrated marketing at Hormel Foods. Despite the frantic pace of
modern life, our family caregiver strives to feed her family a nourishing meal
every day; we want her to know that the Hormel brand can help make this
happen.
The campaign gives priority to marquee products marketed under the Hormel brand
including Hormel Compleats microwave meals, Hormel pepperoni, Hormel Natural
Choice meat and Hormel refrigerated entrees and at the same time, encompasses
other products within the available 15 categories. Also featured will be
products such as Hormel chili, Hormel bacon, Hormel chunk meat and more.
The new Hormel campaign breaks ground by activating an integrated marketing
approach with a unified look and message delivered through all advertising,
public relations, digital and in-store/promotional elements to support all
Hormel branded products through a single brand platform: Life Better Served.
Each of the national print advertisements generates awareness of the brand
portfolio while showcasing individual products. The series of advertisements
include multiple half-page spreads, along with fractional units which focus on
dinner, lunch and entertaining situations. Each ad poses a mealtime question
that consumers face daily and demonstrates that Hormel branded items can be a
simple and satisfying answer.
To build on the awareness generated by the high impact television schedule and
to capitalize on buzz surrounding the Academy Awards, Entertainment Weekly
magazine will showcase an exclusive four-page Oscars ballot gatefold featuring
Hormel branded products depicted as nominees. An additional two-page insert
will promote family mealtime as the ideal place to foster conversation through
peel-away plates featuring meal ideas and conversation starters.
Television
Three spots will debut in February during the Winter Games on NBC and run in 71
markets during four of the top 10 most highly viewed and anticipated television
events of the year, including the Academy Awards, Academy of Country Music
Awards and the Emmy Awards. These advertisements provide Hormel branded
products as simple solutions to three mealtime dilemmas:
- All Natural: A man discusses with his neighbor how to eat all-natural without
going all out. Hormel Natural Choice products are presented as a simple,
great-tasting meal solution. - Remote Control: Parents try to make mealtime more exciting by serving a messy
family dinner with remote control toys. Hormel pepperoni shows it is simple to
serve a fun dinner the whole family will enjoy. - Frantic Lunch: Co-workers have a limited window of time to eat a satisfying
lunch; Hormel Compleats meals are shown as the solution to have real food,
real fast.
The ads were created and produced by BBDO Minneapolis. PHD-Minneapolis handled
the media buying.
About Hormel Foods
Hormel Foods Corporation, based in Austin, Minn., is a multinational
manufacturer and marketer of consumer-branded food and meat products, many of
which are among the best known and trusted in the food industry. The company
leverages its extensive expertise, innovation and high competencies in pork and
turkey processing and marketing to bring quality, value-added brands to the
global marketplace. The company is a member of the Standard & Poor’s 500 Index,
and in each of the past 10 years, Hormel Foods was named one of The 400 Best
Big Companies in America by Forbes magazine. The company enjoys a strong
reputation among consumers, retail grocers, foodservice and industrial customers
for products highly regarded for quality, taste, nutrition, convenience and
value. For more information, visit http://www.hormelfoods.com.
Source: Hormel Foods, LLC
