People don't really think that hard about the brand of lunchmeat they buy. And if given a choice, don't really want to see commercials about lunchmeat's merits. To ensure we got people to pay attention, we enlisted America's beloved Judy Greer, who with her offbeat humor and comedic timing helped tell the brand's delicious, preservative-free all natural story.
The campaign increased purchase intent 38%, a 22% increase in baseline sales and a 21% increase in household penetration. It fueled the expansion of Natural Choice into adjacent categories.
As a purpose-led initiative, we connected Hormel Natural Choice with Twin Cities Mobile Market, a mobile fresh market delivering natural foods, fruits and vegetables to people living in food deserts, to make healthy foods more available to everyone.