If you’re one of those people who might not be sure what to do with Spam, that canned meat from Hormel made mostly from pork, it’s a good idea that the company is going to give you some recipes.
In a partnership with broadcast marketing company CRN International, Hormel has begun the “Look What You Can Do” promotional campaign. It is the first to market a large number of Hormel brands under one campaign with a goal to increase sales by promoting examples of product usage.
Local radio, TV and digital media are being used to let people know how to create “great tasting” recipes using six of the company’s best known products: Spam varieties: Dinty Moore stews, Hormel Chili, Hormel Mary Kitchen Corned Beef Hash, Hormel Canned Chicken and Hormel Bacon Bits.
The recipe ideas will come to life in a way as national and local radio personalities take the Hormel products home and then talk on air about ways to make simple meals using the products. Television personalities will make meals on air. Each endorser received a list of three to five simple recipes, such as Dinty Moore Beef Stew over pasta, Hormel Canned Chicken over Caesar salad or Corned Beef Hash with fried egg.
The 30-second TV spots include 15-seconds of retailer advertising. And retailers are also mentioned in other on-air promotions, such as the local events program promos.
Nationally known radio personalities such as Sean Hannity and country star
Kix Brooks are also talking about the products in their own words on the air in ways that fit the style of their broadcasts.
“Having well-known local personalities talk about their experience with using the product in the context of their real lives is very effective,” said Barry Berman, president of CRN. “Especially when it’s someone you identify with, respect or admire.”
The campaign will run in 56 markets over four weeks. The locations were chosen based on sales and retailers who feature the products and have agreed to provide the displays in exchange for participating in the campaign with a goal of long-term category growth.
“Our client doesn’t need to buy the performance from retailers,” Berman, said. “It’s a trade, and retailers are eager for the exposure our campaigns provide them with.”
There are a number of other promotional methods involved with the campaign, including contests, local events programming, Web sites, coupon page contests and other elements. The promotion is airing in two flights. The first ended Sunday. The second will run March 29–April 11.
One contest was designed to draw attention to Hormel’s coupon, which will be inserted into Sunday newspapers across the country in upcoming weeks. Local radio listeners and television viewers will be prompted to enter for a chance to win prizes by answering a question about the coupon page.
The second contest supports Hormel’s national consumer sweepstakes, which will award one winner a $25,000 home renovation.
Agencies BBDO and NSight Connect also helped with the campaign.
Network
