New Hormel Campaign Beefs Up Portfolio Strength

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For the first time in its 119-year history, Hormel Foods is running an ad campaign spotlighting its whole Hormel-branded portfolio, an attempt to get consumers to consider the brand’s breadth of offerings.

The effort, which carries the tagline, “Life Better Served,” is aimed at consumers who may buy one or two Hormel-branded products all the time, but aren’t aware of other foods that are part of that line.

In its research, for instance, the maker of Jennie-O and Dinty Moore beef stews found that once consumers were reminded of these options, they saw Hormel as a way to answer “their daily question of, ‘What should I serve myself and my family?'” said Scott Weisenbeck, group product manager for integrating marketing and planning at Hormel.

“We call it, ‘pulling the blanket off the brand,'” quipped BBDO executive creative director Brian Kroening, adding that, consumers saw “that there were more parts to the brand than...

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