Hormel Tries The Other White Meat

BBDO Minneapolis Backs First Pork Entree Launch In 7 Markets
CHICAGO–With pork supplies at historic highs, Hormel Foods and the National Pork Producers Council are doing their part to bring them down.
Hormel last week launched its first attempt to link its brand name to pork by introducing Always Tender, a new line of refrigerated, marinated pork entrees with ad support from BBDO Minneapolis.
“[Pork] is not a branded area, so now we’re going to have a real point of difference,” said Kurt Muller, director of fresh pork sales and marketing for Austin, Minn.-based Hormel.
Three 30-second TV spots stress Hormel’s guarantee that the meat will always be tender and feature swirling copy that makes phrases such as “Fork chop” and “Fork tenderloin.” The campaign is tagged, “Pork you can cut with a fork.”
“Most people think pork’s pretty dense and dry,” said BBDO creative director/copywriter David Schutten. “Hormel’s trying to eliminate that perception” in the Always Tender spots, which make the fork-cutting visuals their centerpiece.
The spots broke last week in seven markets–primarily in the West and Southwest–but Hormel intends to roll out the product nationally, Muller said. Sources estimated initial ad spending at $1-3 million.
Hormel’s introduction of the Always Tender line follows Omaha, Neb.-based ConAgra’s launch earlier this year of value-added pork products through its Swift & Co. and Armour subsidiaries.
The National Pork Producers Council and the National Pork Board have mounted their own push to reduce pork supplies. On Sept. 20, the groups launched a $2 million national supermarket promotion stressing pork as a good buy at the meat counter. Those ads are themed “The other white sale,” playing off pork’s longtime tagline, “The other white meat.” NPPC agency Bozell, Chicago, created the promotion’s TV and newspaper advertising.