New Campaign Gives Consumers a Reason to Celebrate Their Love of Meat
DOWNERS GROVE, Ill., April 9 /PRNewswire/ -- Thirty-eight percent said the gym/exercise. Twenty-eight percent said chocolate. Nineteen percent said entertainment media like iPods, magazines and television. Fifteen percent said meat. What's the question? "What item could you live without?" When Hillshire Farm polled 3,000 people during the week of March 26, 2007*, only 15 percent of respondents said they could live without meat.
To applaud Americans' love of meat, and reinforce Hillshire Farm as the champion for meat-lovers nationwide, the brand has launched an unconventional new advertising campaign, entitled "GO MEAT!,"(http://www.gomeat.com) that uses various cheers, rallying cries and chants to praise our predisposition for protein.
"There is no escaping the fact that Americans have an unabashed love of meat, and the poll results just reinforce that fact," said Tim Roush, vice president, Hillshire Farm. "We developed our 'GO MEAT!' campaign to celebrate and, in some instances, unleash the meat enthusiast in all of us, as well as remind consumers that Hillshire Farm offers meats that are fresh, versatile and easy-to-use. From traditional offerings such as our sausage links, lunchmeats and hams, to our newly launched Hillshire Farm Entree Salads, we have the meats consumers want to complete their meals. And frankly, we think that's something to cheer about," Roush continued.
The new spots, developed by TBWA\CHIAT\DAY\Los Angeles, depict people enjoying various Hillshire Farm products while onlookers spontaneously begin chanting a rousing version of "GO MEAT!" The campaign will be long-term and incorporate the entire portfolio of Hillshire Farm products, a first for a brand that typically engages in product-specific marketing.
The newest offering, Hillshire Farm Entree Salads, is showcased in a vignette that features two women enjoying lunch while appreciative chants accompany the addition of meat to the salad. The Entree Salads provide consumers with all of the ingredients they need to make a restaurant-style entree salad without the hassle of preparation. Available in four different varieties including: Chicken Caesar, Turkey & Ham Chef, Chicken & Bacon Club and Turkey & Cranberries with Ham Julienne, the packages include the meat, cheese, dressing and toppings, so that salad lovers only need to add
lettuce to complete the meal.
"More than 2 billion entree salads have been served in restaurants in the past year, according to a March 2006 report from CREST, and it's not surprising since entree salads are the fourth most frequently ordered meal," added Roush. "With our new Hillshire Farm Entree Salads, consumers can replicate that meal at home easily and conveniently with the same
For more meat-loving material, visit http://www.gomeat.com.
*Survey Methodology -- Greenfield Online fielded the online survey on behalf of Hillshire Farm between March 25 and 30, 2007 among a nationwide sample of 3,016 U.S. adults ages 18 and older. The data were weighted to be representative of the total U.S. adult population on the basis of region,age, gender, education, household income, race/ethnicity and propensity to be online. In theory, with probability samples of this size, one could say with 95 percent certainty that the overall results have a sampling error of less than +/- 2 percentage points.
About Hillshire Farm
Hillshire Farm has been providing quality meat products since 1934. Our products are versatile, easy to use and are available in convenient stay-fresh packaging in a variety of cuts, sizes and flavors. Hillshire Farm's portfolio of quality meats include: Hillshire Farm Deli Select, sausage products (Hillshire Farm Sausages, Hillshire Farm Summer Sausages, and Hillshire Farm Lit'l Smokies) and Hillshire Farm Hams. Visit http://www.hillshirefarm.com for additional information.