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For the first time in its 119-year history, Hormel Foods will market its extensive portfolio of Hormel-branded products in a single campaign. The initiative, which debuted yesterday, supports all Hormel-branded items through one advertising platform: “Life Better Served.”
The campaign aim to address an opportunity uncovered through consumer research: that while many shoppers know and love Hormel products, they’re unaware of the depth of the product offering and how it can fulfill a full range of meal needs. In response to this finding, the initiative will spotlight the Hormel brand’s ability to provide convenient and satisfying meals 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,” noted Scott Weisenbeck, group product manager, integrated marketing at Austin, Minn.-based Hormel. “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 pays particular attention marquee products sold under the Hormel brand, among them Hormel Compleats microwave meals, Hormel pepperoni, Hormel Natural Choice meat and Hormel refrigerated entrees, while also featuring such items as Hormel chili, Hormel bacon, Hormel chunk meat and more.
A groundbreaking aspect of the promotion is its unified look and message through all advertising, public relations, digital and in-store/promotional elements.
Each of the campaign’s national print advertisements creates awareness of the brand portfolio while showcasing individual products. The ads include multiple half-page spreads, along with fractional units focusing on dinner, lunch and entertaining occasions. Each ad poses a mealtime question that consumers face daily and shows that Hormel branded items can be the answer.
Three television spots will debut this month during the Olympic Winter Games on NBC and run in 71 markets during four of the top 10 most highly viewed television events of the year, including the Academy Awards, the Academy of Country Music Awards and the Emmy Awards. The TV commercials provide Hormel-branded products as simple solutions to three mealtime dilemmas: finding all-natural foods, making mealtime more exciting and eating well on the go.