Hillshire Farms' Battle Cry: 'Go Meat!'

NEW YORK Is your luncheon meat talking to you—again? It’s not some ’60s flashback, just a new 15-second spot from TBWA\Chiat\Day in Playa del Rey, Calif., for Hillshire Farms Entree Salads, which were introduced a month ago and feature chicken, turkey and ham.

In the commercial, which broke last week, two women sit in a breakfast nook. When one picks up a package of Hillshire Farms meat and begins shaking it onto her salad, a chorus of voices, reminiscent of high-school cheerleaders, calls out: “It’s lunch time!”

The duo is at first surprised, then delighted, by the chanting, which gains intensity and ends with one of the ladies joining in the fun by giving her a partner a “Whoo!” The spot closes with the tagline, “Go meat!”

The commercial kicks off a national campaign.