>> Thursday, October 8, 2009
Which brings something to mind -- turkey! I never eat turkey except during the holidays, why is that?
This season one turkey brand in particular is leveraging not only the holidays, but the continued movement towards wellness and the effects of the economy.
Hormel's Jenn-O Turkey Brand. Never heard of it? The brand just launched what I consider to be a very insightful campaign. BrandWeek ran an article about it a bit ago: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3ia88ac756513e0fd9eb92be04ee9ea0b6
What's impressive about the new campaign is all the cultural factors that it pulls on:
- the always out there, ever green attempt to lose weight (turkey helps promote weight loss)
- the economy (turkey is a more affordable meat option)
- a shift away from convenience/versatility to wellness (less about having multiple options and more about changing the way you look and feel)
- a tie in with the phenomenon "The Biggest Loser" (tv show and assorted other properties all about transforming yourself)
The "talent" is the father and son team who lost more than 400 pounds combined on "The Biggest Loser" last season. An incredible transformation that they attribute to the brand.
The Hormel Jenn-O brand folks have obviously done their wellness homework. Impressive!
Hope this finds you well -- Jim.