A Hormel Foods First:
Hormel^® Branded Products
Marketed Under One Platform

For the first time in its 119-year history, Hormel Foods will market their extensive portfolio of Hormel^® branded products – from familiar favorites like Hormel^® chili to newer offerings like Hormel^® refrigerated entrees – in a single campaign. This initiative, launching today, supports all Hormel^® branded products through a single advertising platform: “Life Better Served.™”

The campaign is designed to address an opportunity discovered through extensive consumer research: that many consumers know and love the Hormel^® brand, evidenced by top-performing products in several categories, but they do not realize the depth of the product offering and its ability to fulfill the full range of meal needs. As a direct response to this insight, the campaign will spotlight the Hormel^® brand’s unmatched ability to provide protein-rich meal offerings that are both convenient and satisfying for all occasions.

“This integrated approach is designed to welcome our target consumer to the world of Hormel^® brands – which can meet her desire to provide for her family with simple, wholesome meal solutions,” said Scott Weisenbeck, group product manager, integrated marketing at Hormel Foods. “Despite the frantic pace of modern life, our family caregiver strives to feed her family a nourishing meal every day; we want her to know that the Hormel^® brand can help make this happen.”

The campaign gives priority to marquee products marketed under the Hormel brand including Hormel^® Compleats^® microwave meals, Hormel^® pepperoni, Hormel^® Natural Choice^® meat and Hormel^® refrigerated entrees and at the same time, encompasses other products within the available 15 categories. Also featured will be products such as Hormel^® chili, Hormel^® bacon, Hormel^® chunk meat and more.

The new Hormel campaign breaks ground by activating an integrated marketing approach – with a unified look and message delivered through all advertising, public relations, digital and in-store/promotional elements – to support all Hormel^® branded products through a single brand platform: “Life Better Served.™”

Print
Each of the national print advertisements generates awareness of the brand portfolio while showcasing individual products. The series of advertisements include multiple half-page spreads, along with fractional units which focus on dinner, lunch and entertaining situations. Each ad poses a mealtime question that consumers face daily and demonstrates that Hormel^® branded items can be a simple and satisfying answer.

To build on the awareness generated by the high impact television schedule and to capitalize on buzz surrounding the Academy Awards^®, Entertainment Weekly magazine will showcase an exclusive four-page Oscars^® ballot gatefold featuring Hormel^® branded products depicted as nominees. An additional two-page insert will promote family mealtime as the ideal place to foster conversation through peel-away plates featuring meal ideas and conversation starters.

Television
Three spots will debut in February during the Winter Games on NBC and run in 71 markets during four of the top 10 most highly viewed and anticipated television events of the year, including the Academy Awards^®, Academy of Country Music^® Awards and the Emmy^® Awards. These advertisements provide Hormel^® branded products as simple solutions to three mealtime dilemmas:

• All Natural: A man discusses with his neighbor how to eat all-natural without going “all out.” Hormel^® Natural Choice^® products are presented as a simple, great-tasting meal solution.

• Remote Control: Parents try to make mealtime more exciting by serving a messy family dinner with remote control toys. Hormel^® pepperoni shows it is simple to serve a fun dinner the whole family will enjoy.
• Frantic Lunch: Co-workers have a limited window of time to eat a satisfying lunch; Hormel^® Compleats^® meals are shown as the solution to have real food, real fast.

The ads were created and produced by BBDO Minneapolis. PHD-Minneapolis handled the media buying.

About Hormel Foods
Hormel Foods Corporation, based in Austin, Minn., is a multinational manufacturer and marketer of consumer-branded food and meat products, many of which are among the best known and trusted in the food industry. The company leverages its extensive expertise, innovation and high competencies in pork and turkey processing and marketing to bring quality, value-added brands to the global marketplace. The company is a member of the Standard & Poor’s 500 Index, and in each of the past 10 years, Hormel Foods was named one of “The 400 Best Big Companies in America” by Forbes magazine. The company enjoys a strong reputation among consumers, retail grocers, foodservice and industrial customers for products highly regarded for quality, taste, nutrition, convenience and value. For more information, visit http://www.hormelfoods.com.

©2010 Hormel Foods, LLC

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