Minnesota-based meat and food products group Hormel Foods Corporation has unveiled its first-ever brand unification campaign with the introduction of a new brand mark which will feature on all Hormel-branded products.
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The unified packaging effort, which will roll out from February, will provide a “contemporary look and feel” to the Hormel brand, the company said, and by covering the whole product range will demonstrate the breadth of the company’s offer.
The launch of the new brand mark, which features a red ribbon-like seal, will be supported by an integrated advertising campaign including TV, print and online advertising, featuring the tagline “Create something great”.
“Consumers know and trust the Hormel brand, but may not be familiar with all the products in our portfolio, especially our new products and innovations,” said Jim Splinter, vice president of marketing, refrigerated products for Hormel Foods. “The new brand mark and the integrated campaign will increase awareness and drive trial of the Hormel brand across categories, from the inside aisles of the store to the perimeter.”
Scott Aakre, vice president of marketing, grocery products at Hormel Foods, said the branding initiative would increase the potential for cross-selling within the Hormel portfolio, and “leverage the power of the Hormel brand”. Aakre added: “Now we’re stepping on the gas pedal, so to speak, with the integrated support we are putting behind our priority products.”
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By GlobalData
