Hormel Foods Launches Initiatives to Make Memorable Impact at Shelf

Created by the Semmer Group, Minneapolis, the new brand mark will start to appear on Hormel products beginning with HORMEL NATURAL CHOICE Deli Sandwich Meats in February.

03/02/07 The unified packaging effort, which begins to roll-out in February, alerts consumers about the expansive Hormel product line in both refrigerated and grocery products, while providing a contemporary look and feel for the brand.

In addition to the unified branding effort on-package, the company has launched its inaugural integrated advertising campaign, which utilizes the same creative strategy and execution for four of its priority brands: HORMEL NATURAL CHOICE Deli Sandwich Meats, HORMEL Fully Cooked Entrees, HORMEL Chili and new HORMEL Microwave Trays.

“Consumers know and trust the Hormel brand, but may not be familiar with all the products in our portfolio—especially our new products and innovations,” said Jim Splinter, vice president of marketing, refrigerated products for Hormel Foods. “The new brand mark and the integrated campaign will increase awareness and drive trial of the Hormel brand across categories—from the inside aisles of the store to the perimeter.”

Scott Aakre, vice president of marketing, grocery products for Hormel Foods adds, “This will allow us to cross sell our brands and leverage the power of the Hormel brand. Now we’re stepping on the gas pedal, so to speak, with the integrated support we are putting behind our priority products.”

The new brand mark was created as part of a unified packaging system designed to help Hormel loyalists better identify other Hormel products throughout the store. The mark took several years to develop, and was subjected to rigorous consumer research and testing. “We didn’t want to alienate or confuse any loyal customers,” said Jaci Brennan, manager of packaging design.

The mark, last updated in 1992, features a red ribbon-like seal to give the Hormel name a place to live. “Since 1891,” the year of Hormel’s founding, is on the bottom of the mark and extenuates the company’s heritage. “Placing our founding year on the mark communicates to consumers we are a company with a long standing history of experience in the food industry. It also adds a bit of warmth and personality to the brand,” Brennan adds.

Research showed that when products were on shelf with the new mark, consumers more easily located Hormel products and also felt the mark communicated a more contemporary, friendly and quality image. It also strengthened awareness across categories as well as increased recognition for the entire Hormel brand.

Created by the Semmer Group, Minneapolis, the new brand mark will start to appear on Hormel products beginning with HORMEL NATURAL CHOICE Deli Sandwich Meats in February. The mark will be phased into the entire product line by some time in 2008.

The integrated advertising campaign includes TV, print and online advertising and features the tagline “Create something great.TM” The Hormel target, women 25-54, is featured as the hero in each of the ads, which are testimonials used to illustrate how a Hormel product can be used to “elevate the everyday.” Creative is by BBDO, Minneapolis; media buying PhD, Minneapolis.

HORMEL Fully Cooked Entrees, new HORMEL Microwave Trays and HORMEL NATURAL CHOICE Deli Sandwich Meats will each have their own 30 second spots on network daytime and cable. The first ads, which began in early January, feature a fictional food expert, Dale Wymore, interviewing/challenging the heroine to create a meal solution according to his specifications (i.e. a sandwich meat with no preservatives, a tasty dish without an oven or cooking utensils). Print advertising launched in November and appears in lifestyle and trade publications.

Additional marketing support includes consumer promotion (FSIs and special offers) by Magiccom, Minneapolis; public relations by Burson-Marsteller, Chicago and account specific efforts by Ryan Partnership, Minneapolis.