Hormel Foods Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
Hormel Foods Corporation, based in Austin, MN, is a manufacturer and marketer of food and meat products. The company operates on a global scale through retail, foodservice and wholesale channels.
|Main Telephone||(507) 437-5611|
|Main Fax||(507) 437-5489|
Hormel Foods Corporation ContactsContacts (5/40)
|Larry V.||Group Vice President, Hormel Foods & President, Consumer Product Sales||MN|
Sample of Associated Brands
|Jeffrey E.||Chairman, President & Chief Executive Officer||MN|
|Mike G.||Chief Operating Officer - Justin's||MN|
|Jim S.||Chief Executive Officer||MN|
|Steven B.||Executive Vice President - Hormel Foods||MN|
|Di Lusso Deli||****|
|***** *****||**** ***********||Creative||unknown||present|
|***-***'* ******||**** *********||Creative||1930||present|
|***-***'* ******||*** *******||Media Buying, Media Planning||unknown||present|
|**** **||**** *********||Creative||unknown||present|
|**** **||*** *******||Media Buying, Media Planning||unknown||present|
Who is the Group Vice President, Hormel Foods & President, Consumer Product Sales of Hormel Foods Corporation?
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Digital, TV Opps: Hormel planning double-digit advertising increase
Subject: traditional advertising, digital, sports marketing, sponsorship
Company: Winmo), the food company whose portfolio includes: Hormel brands, Spam, Skippy and Dinty Moore. Hormel is based in Austin, Minn.
Opportunity: During the Q4 earnings call, Hormel president and COO James Snee said that the company was planning a double-digit increase in advertising support for 2016 (over 2015). Brands receiving the brunt of this support include REV snack wraps, Hormel Gatherings party trays, Hormel pepperoni, Spam products, Skippy peanut butter, Muscle Milk protein-rich products (acquired in mid 2014). Also, in the back half of the year, Jennie-O’s “Make the Switch” campaign will be “reignited.”
Note that Hormel’s FY 2015 advertising expenses were $145 million, up from $114 million in FY 2014. Q1 and Q2 have been Hormel’s largest buying periods the past two years, according to Kantar Media, so reach out now to secure dollars for 2016 campaigns. Read more about the specific brands’ spend habits below to get a better idea of which brands may be the best fit for your offerings, since Snee didn’t really get into the specifics of how Hormel would deploy the money.
According to The List, BBDO Worldwide handles creative, digital and media buying and planning for most of Hormel’s brands.
REV Snack Wraps: According to iSpot, Hormel has run only one national TV ad this year – the “I Think I Can” spot for REV snack wraps (above). Just over $12 million was spent to air this ad from late-April through October. See charts for channel/show targeting.
Hormel Pepperoni: Hormel has run five display ads and three high impact ads on 2,230 publishers for its pepperoni since January, according to Moat (<1% mobile). Top ad destinations include gamesradar.com, maclife.com, weather.com, techradar.com and morewords.com.
SPAM Products: iSpot reports that Spam has spent $1.1 million on national TV ads this year – up from $0 in 2014. See charts for channel/show targeting. The target here is most likely moms/household decision makers looking for quick meals. Keep in mind, though, that CBS has an older demo than others, so those who focus on demos others than millennials should look here for dollars.
Moat does not report any display activity for Spam in either 2014 or 2015, so there could be an opportunity to introduce digital properties to the company.
Skippy Peanut Butter: Moat reports that Skippy has run 38 display and eight high impact ads on 464 publishers in 2015 (16% mobile). Top ad destinations include howstuffworks.com, floridasportsman.com, healthline.com, imleagues.com and coupons.com. You would think Skippy’s target audience would be kids and Moms, but most of these ads have been run on news and educations sites.
Jennie-O Turkey: Moat reports that Jennie-O has run 113 display ads and one high impact ad on 892 publishers this year (40% mobile). Top ad destinations includ: mywebgrocer.com, epicurious.com, thekitchn,com, mrfood.com and simplyrecipes.com. Jennie-O’s ads seem to be targeting home cooks in general, no specific gender/demographic.
One Hormel Pl.
Austin, MN 55912
Vice President, Marketing – Meat Products
Scott Aakre email@example.com