Tue, 19 May 2015 15:10:30 GMT
Hormel Natural Choice, the leader in the natural lunchmeat category, has unveiled a brand re-launch through a multi-faceted campaign, including a series of online videos featuring actress Judy Greer as the “voice of reason” in natural. The new campaign titled “Make the Natural Choice” brings to life a dual meaning of the word “natural,” with a witty nod to the brand’s position as the accessible and clear lunchmeat choice for wellness seeking consumers.
The national print and online campaign is running in a range in publications, from parenting, home, and health and wellness — reinforcing the belief that ‘better for you options’ is a universal message. The campaign features bold headlines such as, “Preservatives are for mummies,” “Open wide — your mouth, not your pocketbook,” and “Preserve your right.” Accompanied by the tagline, “Make the Natural Choice”.
These headlines demonstrate the brand’s mission of providing consumers with accessible, all-natural, preservative-free lunchmeat. The campaign is about starting a conversation, and creating awareness for a better lunchmeat. To playfully bring this to life the print campaign is supplemented with a series of online videos starring Judy Greer. Greer is featured in offbeat settings where she is the “voice of reason” in natural and shedding light on better options.
“The campaign celebrates our pride in being the preferred, “natural” choice for consumers.” said Holly Drennan, marketing director of meat products at Hormel Foods. “The commercials and digital advertisements take a light-hearted approach at showcasing the dedication Hormel Natural Choice has to health conscious consumers.”
True to her popular best friend or sidekick characters as seen on the movie screen, Judy Greer acts as the campaign’s “voice of reason” in natural, advising others to make the “natural” choice. The video series, which is broken down into three segments, was unveiled on YouTube today. Scenes include Greer talking about a more natural way to preserve things in the midst of her eccentric aunt’s many stuffed pets, Greer appearing unannounced in a delivery room joyfully eating an all-natural lunchmeat sandwich and lastly Greer serving all natural lunchmeat to her au naturel party guests.
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Director: Randall Einhorn
DOP: John Zilles
Executive Producer: Jim Bouvet
Production Company: Radical Media
Production Manager: Shaune San Cartier
Line Producer: Scott Cunningham
Edit Company: HutchCo Technologies
Editor: Jim Hutchins
Account Executive: Olivia Plaine
Chief Creative Officer: Noel Haan
Content Producer: Charlynn Arends
Creative Agency: BBDO Minneapolis
Executive Creative Director: Debra Lustig
Group Account Directors: Paul Schmidt
Planner: Brenna Smithson
Senior Art Director: Allison Brink
Worldwide Chief Creative Officer: David Lubars
Associate Creative Director: Dave Alm
Categories: Food, Meat & FishBBDO Minneapolis, Tue, 19 May 2015 15:10:30 GMT