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. Spots will air on Grey’s Anatomy and American Idol, and print iterations will run in women’s service magazines starting in May. There’s also a gomeat.com Web site.

“We wanted one universal message that would bring all the other Hillshire brands under one theme—and that is ‘Go meat!,'” said client CMO Kim Feil. Other meat products in the Sara Lee family include Jimmy Dean sausage and Ball Park Franks.

By using cheers, the work deliberately tries to change the seemingly masculine image of meat products.

“A lot of times, anything mentioning meat in advertising is treated as manly,” said Patrick O’Neill, cd at TBWA/C/D. “We wanted to break out of meat stereotypes.”