Hams Served To Simmons

Simmons Durham in St. Louis, longtime agency for Jack Daniel’s Tennessee Whiskey, last week was awarded advertising duties for Field Packing’s Kentuckian Ham.
Simmons Durham’s task will be to raise awareness of the Owensboro, Ky.-based company’s Kentuckian Ham brand through consumer advertising in the 20 states where it is sold. Advertising is expected to begin testing in select markets late this year, with a full market rollout planned for 1999, according to Ted Simmons, agency chairman and executive creative director. Agency and client officials are meeting to determine the breadth of the campaign’s media schedule.
There are presently no plans for trade advertising, although that could eventually become a component of the effort, Simmons said.
Field Packing has not done any major advertising for its ham in the past, and billings for the planned campaign were not disclosed. Industry sources estimated the budget could run into the low seven figures.
Field Packing marketing executives were traveling late last week and not available for comment. The company is owned by the French food conglomerate Bongrain, which reported 1997 sales of approximately $2 billion.
Simmons Durham was awarded the agency-of-record business without a review, Simmons said. The agency’s well-known folksy work for Jack Daniel’s whiskey attracted the attention of Field’s executives, who may attempt to convey a similar flavor in the advertising for Kentuckian Ham.
Kentuckian Hams, sold in grocery stores, are smoked slowly over seasoned hickory wood.