Hormel Discovers Hormel Brand
For the first time in its 119-year history, Hormel Foods will market its extensive portfolio of Hormel-branded products in a single campaign.
Launched in February in print, TV and in-store advertising, the program 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,” read a company announcement. “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.”
In addition to such leading brands as Jennie-O, Dinty Moore and Chi-Chi’s, Hormel lends its own name to products ranging from chili to pepperoni to refrigerated meat entrees to shelf-stable dinners.
"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," said Scott Weisenbeck, group product manager of integrated marketing.
The campaign included TV spots during the winter Olympics games and a four-page Academy Awards ballot gatefold featuring Hormel-branded products depicted as nominees in Entertainment Weekly.