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AUSTIN, Minn. -- Hormel Foods Corp., manufacturer of consumer-branded meat and food products here, has unveiled its first-ever brand unification campaign with the introduction of a new brand mark to be implemented on all Hormel-branded products.
The unified packaging effort, which begins to roll out in February, alerts consumers about the Hormel product line in both refrigerated and grocery products, while providing a contemporary look and feel for the brand.
In addition to the unified branding effort on-package, the company has launched its inaugural integrated advertising campaign, which utilizes the same creative strategy and execution for four of its priority brands: Hormel Natural Choice Deli Sandwich Meats, Hormel Fully Cooked Entrees, Hormel Chili, and new Hormel Microwave Trays.
The mark, last updated in 1992, features a red ribbon-like seal to give the Hormel name a place to live. "Since 1891," the year of Hormel's founding, is on the bottom of the mark and extenuates the company's heritage.
The mark will be phased into the entire product line by some time in 2008.
The integrated advertising campaign includes TV, print and online advertising and features the tagline "Create something great." The Hormel target, women 25-54, is featured as the hero in each of the ads, which are testimonials used to illustrate how a Hormel product can be used to "elevate the everyday."