Hormel wants you thinking less about their Spam, Dinty Moore stew, and Stagg chili (and hey, did you know Hormel owns Chi Chi's?) and more about Hormel as a lifestyle choice. At least that's the supposed point of their new Homeland Security-sounding "Life Better Served" ad campaign. Brandweek reports:
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 they had in their homes." The Omnicom agency's Minneapolis office created the campaign.
Check out the three new TV spots here. They're actually funnier than most of the Super Bowl ads. Especially love the one with the marinara-bearing remote control helicopter (less so the "Pepperoni Minis" the spot shills for). The neighbor's expression in the "Natural Choices" spot is also pretty priceless. The spots are slated to air sometime during the upcoming Winter Olympics. A number of print ads will accompany the campaign as well.