Hillshire Brands Company | Company Profile, Marketing Contacts, Media Spend, Brands
Hillshire Brands, formerly known as Sara Lee Corporation manufactures and markets a wide range of branded consumer products. The company is a worldwide leader in marketing foods, beverages, household products, clothing, and personal care items, which are sold worldwide. Branded Apparel, Food & Beverage, Foodservice, and International are the four business segments that make up the Downers Grove, IL, based company.
|Main Telephone||(312) 614-6000|
Hillshire Brands Company ContactsContacts (5/32)
|Donald D.||Senior Vice President -Foodservice||IL|
Sample of Associated Brands
|Thomas H.||Chief Supply Chain Officer||IL|
|David S.||Chief Information Officer||IL|
|David E.||Vice President, Innovation - Tyson Foods||IL|
|Eric S.||Group Vice President & General Manager - Jimmy Dean & Frozen||IL|
|Hillshire Brands Company||*****|
|**** ****||******** ****||creative||2011||present|
|**** ****||*** *********||media buying||unknown||present|
|**** ****||*** *********||AOR - media planning||unknown||present|
|********* ****** *******||*** *********||media buying & planning||2013||present|
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Millennial Male Opps: Tyson Foods planning biggest push ever for Ball Park
Subject: traditional, digital, outdoor, in-store, online, experiential, sponsorship
Opportunity: Post-merger, Tyson Foods is planning its biggest product push for a Hillshire brand. Ball Park is doubling its marketing budget and will add a line of beef and pork jerky. VP of Ball Park Jerky declined to provide an exact number, but Kantar Media estimates that 2014 media spend was $8.9 million – spending should reach almost $20 million. Marketing research firm IRI estimates that protein-based snacks are the fastest growing segment of the $34.9 billion snacking industry. So, it makes sense Tyson would lean on Bill Park’s well-known brand to capture share in this growing category.
Specifically, sellers with a millennial male focus should reach out now, as that group is the main focus (getting the product in front of SEC Football fans is commanding a large part of the budget). However, the company is releasing new flame-grilled flavors in an attempt to appeal to a larger demographic, including women. Keep in mind that money has been moving away from TV and toward digital for the last year.
Because Ball Park is known for burgers and hot dogs, it should come as no surprise that the summer months see the most ads, making this push unique. It is the first major brand move since Tyson acquired Hillshire earlier this year, and chief commercial officer Tom Hayes told an audience last month that the company’s focus moving forward would be on developing its brands. Actually, 72% of Tyson’s resources will be allocated toward the highest value brands, including Tyson, Wright, Jimmy Dean, Hillshire Farm, Ball Park and Aidells.
We understand that BPN Chicago has continued to handled media buying and planning for Hillshire Farms’ brands since the merger.
Media Spend: According to Kantar Media, Ball Park spent $8.9 million on measured media in 2014 – down 6.3% from 2013. This spend accounted for 31.3% of Hillshire’s total 2014 spend. The overwhelming majority of this was spent on broadcast ads (79.4%), with the remainder allocated to digital display (23.9%) and print (1.23%).
TV Breakdown: According to iSpot.tv, Ball Park has spent $5.2 million on national TV ads since January. For the same period in 2014, the company spent $18.2 million. In 2015, the most money has been spent to air ads on Fox Sports 1, ESPN, ABC, Cooking Channel and Food Network during shows such as “MLB Baseball,” “SportsCenter,” “College Football,” “Chopped” and “Diners, Drive-Ins and Dives.”
Digital Breakdown: Per Moat, Ball Park has run 27 standard display ads on 1,419 publishers since January (24% mobile). Top ad destinations include foodnetwork.com, cookingchanneltv.com, food.com. slingo.com and thedailymeal.com. Additionally, 41 high impact ads (standard, overlay, pre-roll video) have been run on 12 publishers, such as totalbeauty.com, BBC and DIY Network. Because Ball Park is known for burgers and hot dogs, it should come as no surprise that the summer months see the most ads.
Ball Park (Hillshire Farms)
PO Box 2020
Springdale, AR 72765
Chief Commercial Officer
Vice President, Ball Park Jerky
(312) 614-7166 (direct)
444 N. Michigan Ave.
Tenth Floor, Suite 1070
Chicago, IL 60611
Media Planner – Ball Park (Hot Dogs, Park’s Finest, Patties, Jerky)