Hormel Foods Corp., Austin, Minn., said that for the first time in its 119-year history, Hormel will market its entire its branded product portfolio in a unified campaign. This initiative, launching today, supports all Hormel branded products through a single advertising platform: “Life Better Served."
Hormel says it realizes that although many consumers know the Hormel brand, they do not realize the depth of the company's product offerings -- particularly across a full range of mealtime needs.
“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.”
Officials say 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 entrees. Meanwhile, it also will spotlight other products within as many as 15 categories. Also featured will be products such as Hormel chili, Hormel bacon, Hormel chunk meat and more.
Weisenbeck says Hormel's new campaign "breaks ground" by activating an integrated marketing approach – with a unified look and message delivered through all advertising, public relations, digital and in-store/promotional elements – to support all Hormel branded products through a single brand platform: “Life Better Served.”
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 that consumers face daily and demonstrates that Hormel branded items can be a simple and satisfying answer.
To build on the awareness generated by the high impact television schedule and to capitalize on buzz surrounding the Academy Awards,Entertainment Weeklymagazine will showcase an exclusive four-page Oscars ballot gatefold featuring Hormel branded products depicted as nominees. An additional two-page insert will promote family mealtime as the ideal place to foster conversation through peel-away plates featuring meal ideas and conversation starters.
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. These advertisements provide Hormel branded products as simple solutions to three mealtime dilemmas:
"All Natural": A man discusses with his neighbor how to eat all-natural without going “all out.” Hormel Natural Choice products are presented as a simple, great-tasting meal solution.
"Remote Control": Parents try to make mealtime more exciting by serving a messy family dinner with remote control toys. Hormel pepperoni shows it is simple to serve a fun dinner the whole family will enjoy.
"Frantic Lunch": Co-workers have a limited window of time to eat a satisfying lunch; Hormel Compleats meals are shown as the solution to have real food, real fast.
Hormel launches "Life Better Served" campaign
February 9, 2010