Hormel embarks on new brand campaign

by Bryan Salvage
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AUSTIN, MINN. — Hormel Foods plans to market its portfolio of Hormel branded products, ranging from Hormel chili to Hormel refrigerated entrées, in a single campaign for the first time. Launching Feb. 9, this initiative 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 offerings 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 ability to provide protein-rich meal offerings that are both convenient and satisfying for all occasions, according to a news release.

“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 entrées. At the same time, the campaign encompasses other products within the available 15 categories. Hormel chili, Hormel bacon, Hormel chunk meat and more will also be featured.

Hormel executives said 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 consumers face daily and demonstrates Hormel branded items can be a simple, satisfying answer.

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.
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