Hormel Bumps Up Whole-Brand Awareness In New Campaign

Sometimes a big brand's family of products can be so overwhelming that consumers forget they're all made by the same company. That's why Hormel's new ad campaign is pitching "its whole Hormel-branded portfolio" – to educate consumers about the brand's various offerings and encourage them to buy more than just a few favorite products.

"We call it 'pulling the blanket off the brand,'" says Brian Kroening, executive creative director of Hormel's ad agency. He says the campaign is intended to show consumers "that there were more parts to the brand than they had in their homes."Continue reading...