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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 (5/45)
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. President MN
Jim S. President & 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
***** ***** *** ******* Media Buying, Media Planning unknown present
***** ***** **** *********** Creative unknown present
***-***'* ****** **** *********** Creative unknown present
***-***'* ****** *** ******* Media Buying, Media Planning unknown present
**** ** *** ******* Media Buying, Media Planning unknown present

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Who is the Group Vice President, Hormel Foods & President, Consumer Product Sales of Hormel Foods Corporation?

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WinmoEdge

Digital, TV Opps: Hormel Foods debuts new campaign as part of double-digit ad increases


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: After announcing it would was planning a double-digit increase in advertising spend in 2016 (more

Sellers – hopefully you began reaching out to Hormel since at least December (research here), but if not, here is your reminder. 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. 

According to The List, Omnicom’s BBDO handles creative, digital and media buying and planning for most of Hormel's brands.

Additional Information

Hormel National TV Spend: According to iSpot, Hormel has spent $10.5 million on national TV ads in Q1 2016. Sellers, Hormel did not run any national TV ads in Q1 2015, so they were serious about 2016 increases. Of the three spots, one was for Skippy Peanut Butter Bites and two were for Hormel pepperoni. See chart for 2016 show targeting.

REV Snack Wraps: According to iSpot, Hormel ran only one national TV ad for REV snack wraps in 2015 – the “I Think I Can” spot. Just over $12 million was spent to air this ad from late-April through October. See chart for show targeting.

hormel-foods-rev-tv-spot-i-think-i-can-est-tv-spend-04-27-2015-10-26-2015

For 2015, Moat reports that three display ads and one video ad were run on sheknow.com, playbuzz.com, moderndaymoms.com, goodlifeeats.com and tvnitas.com.mx  (20% mobile). The target audience here seems to be moms of older children/teenagers that require snacks on-the-go, as well as athletes. For Q1 2016, three display, three high impact and one video ad were run on 47 publishers, such as roadrunner.com and bhg.com (<1% placed site direct versus programmatically). 

Hormel Pepperoni: For 2015, Hormel ran seven display and three high impact ads for its pepperoni on 2,242 publishers (<1% mobile). Top ad destinations include gamesradar.com, maclife.com, weather.com, techradar.com and morewords.com. 

skippy-pb-bites-tv-spot-horse-est-tv-spend-02-08-2016--03-07-2016

For Q1 2016, Hormel Pepperoni has run four display and five video ads on 123 publishers (<1% mobile). Top ad destinations include: target.com, wunderground.com and drudgereport.com (35% placed site direct). 

SPAM Products: Spam has spent $73,000 on national TV ads in Q1 2016. the money was deployed to air one spot – “Sir Can-A-Lot” – since Feb. 25. Top targeted shows (by spend) include: “The Wendy Williams Show,” “The Young and the Restless,” “The Price is Right,” “CBS This Morning” and “The Late Late Show With James Corden.” For FY 2015, spam spent $1.1 million on national TV ads ($282,000 in Q1 2015).

Moat does not report any display activity for Spam in either 2014, 2015 or Q1 2016, so there could be an opportunity to introduce digital properties to the company. 

Skippy Peanut Butter: This year’s “Horse” spot is the first national TV ad for Skippy. So far $4.7 million has been spent to air the ad. See chart for show targeting. 

Per Moat, Skippy ran 38 display ads on 461 publishers last year (16% mobile). Top ad destinations included: walmart.com, cafemom.com, howstuffworks.com, floridasportsman.com and budgetbites.com (10% site direct). Skippy also ran 13 high impact and one video ads in 2015. For Q1 2016, the brand has run 12 display, four high impact and one video ad on 49 publishers (8% mobile; 26% placed site direct). 

Skippy targeting indicates the brand’s target audience is budget-conscious moms and kids.

Jennie-O Turkey: iSpot reports that Jennie-O spent $3.5 million on national TV ads last year (and none so far this year). Sellers, all of Jennie-O’s TV ads ran during Q1 2015, so there while it seems unlikely that the brand will run TV ads in 2016, there is still a chance given Hormel’s advertising increases. 

In Q1 2016, Jennie-O ran 35 display ads on 153 publishers, per Moat (<1% mobile). Top ad destinations included: foodservicedirector.com, restaurantbusinessonline.com, coupons.com and grocerycouponnetwork (19% placed site direct). For FY 2015, 114 display ads were run on 886 publishers (40% mobile; 48% site direct). 

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 
Vice President, Marketing – Grocery Products
Direct Dial: (507) 437-5912
dsaakre@hormel.com