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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
Primary Address
One Hormel Place
Austin, MN 55912-3680
USA

Hormel Foods Corporation Contacts

Contacts (5/40)
Name Title State
Larry V. Group Vice President, Hormel Foods & President, Consumer Product Sales MN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (507) 437-5611
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Hormel Place
Austin, MN
55912-3680
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Black Label *****
Cure 81 ******
Di Lusso Deli ****
Dinty Moore *
Hormel *******

Agency Relationships


Brand Agency Service From To
***** ***** **** *********** Creative unknown present
***-***'* ****** *** ******* Media Buying, Media Planning unknown present
***-***'* ****** **** ********* Creative 1930 present
**** ** *** ******* Media Buying, Media Planning unknown present
**** ** **** ********* Creative unknown present

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DailyVista

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.

Additional Information

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. 

According to iSpot, Jennie-O has spent $3.5 million on national TV ads this year – down from $7.9 million in 2014. See charts for channel/show targeting. 

Winmo
One Hormel Pl.
Austin, MN 55912
(507) 437-5611

Steven Venenga 
Vice President, Marketing – Meat Products
(507) 437-5611
sjvenenga@hormel.com

Scott Aakre dsaakre@hormel.com