Hillshire Farm Bows New Brand Campaign

Hillshire Farm is launching of a new national marketing and advertising campaign to showcase the brand’s entire portfolio of lunchmeats, smoked sausage and cocktail links. Ushering in a new chapter in the company's 76-year history and in keeping with its tradition of great advertising, the campaign, “So Good. They’ll Think It’s For Them,” features an all-star team that includes “Bridesmaids” star Wendi McLendon-Covey, Oscar Award-nominated director David O. Russell and E! “Fashion Police” co-host George Kotsiopoulos.

The spots aim to resonate with women while spotlighting the “secret” motivations behind the meals they prepare for their families and loved ones, as well as highlighting how Hillshire Farm can help them get a little “something extra” out of the meals they make.

The multi-layered marketing launch will include TV, print, radio, online advertising, social media, event marketing, in-store activation, public relations and the re-launch of the Hillshire Farm website.

“We’ve created a fun and humorous campaign that takes a peek at the secret motivations that are the genesis for every great meal,” said Kristin Kroepfl, director of marketing for the Downers Grove, Ill.-based Sara Lee Corp. division. “This campaign captures the light-hearted and humorous tone that has defined our ads while also showcasing the delicious taste and high quality food items within our portfolio.”

Kroepfl gives props to the campaign’s “terrific team that includes some of the top talent in the entertainment business. David and George are among the best at what they do, and we are so thrilled to have Wendi in our ads as the inner voice – she is an incredible comedienne and one of Hollywood's fast rising stars.”

For her part, Wendi McLendon-Covey said, “The ads are a humorous take on why quality and taste are foremost in the minds of women as they make great meals for their loved ones, and I’ve had a lot of fun bringing my character in the campaign to life, to help show the real reasons why we cook.”

Created by the Los Angeles office of TBWAChiatDay, the initial launch of the new Hillshire Farm creative debuts this week with :15 and :30 versions of television spots airing nationally, as well as in markets across the country. The roll-out of the campaign will extend to social media channels, including Facebook, where consumers can view exclusive Hillshire Farm content and recipes for creating “win-win” meals. Consumers will also have the opportunity to receive special coupons, as well as share their own “So Good. They’ll Think It’s For Them” stories.