Hormel unifies brand, integrates advertising campaign

by FoodBusinessNews.net Staff
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AUSTIN, MINN. — Hormel Foods Corp. has launched a brand unification campaign that includes the introduction of a new brand mark and an integrated advertising campaign. The company hopes the unified packaging effort will help loyal Hormel customers identify other Hormel products across different categories.

"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."

The new brand mark took several years to design and was subjected to consumer research and testing. The brand mark, last updated in 1992, now features a red ribbon-like seal and the text "Since 1891." The new unified packaging will be introduced in February and will be fully phased in by some time in 2008.

The integrated advertising campaign highlights four of the company’s priority brands: Hormel Natural Choice Deli Sandwich Meats, Hormel Fully Cooked Entrees, Hormel Chili and new Hormel Microwave Trays. The campaign includes TV, print and on-line advertising and features the tagline "Create something great."

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