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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
Main Fax
Primary Address
400 South Jefferson
Chicago, IL 60607
USA

Hillshire Brands Company Contacts

Contacts (5/32)
Name Title State
Donald D. Senior Vice President -Foodservice IL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (312) 614-6000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 400 South Jefferson
Chicago, IL
60607
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Ball Park ******
Hillshire Farm *******
Jimmy Dean ********
Sara Lee ******
Hillshire Brands Company *****

Agency Relationships


Brand Agency Service From To
**** **** ******** **** creative 2011 present
**** **** *** ********* media buying unknown present
**** **** *** ********* AOR - media planning unknown present
**** **** *&* creative unknown present
********* ****** ******* *** ********* media buying & planning 2013 present

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DailyVista

Millennial Male Opps: Tyson Foods planning biggest push ever for Ball Park


Subject: traditional, digital, outdoor, in-store, online, experiential, sponsorship

Brand: here).

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.

Additional Insight    

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
(479) 290-4061

Tom Hayes 
Chief Commercial Officer
(479) 290-4000
tom.hayes@tyson.com

Tim Smith 
Vice President, Ball Park Jerky
(312) 614-7166 (direct)
tim.smith@tyson.com

BPN Chicago 
444 N. Michigan Ave.
Tenth Floor,  Suite 1070
Chicago, IL 60611
(312) 799-4100

Rich Pirelli 
Media Planner – Ball Park (Hot Dogs, Park’s Finest, Patties, Jerky)
(312) 799-4100
rich.pirelli@bpnww.com