Hormel relaunching Natural Choice; Campaign to feature actress Judy Greer
Published 10:10 am Tuesday, May 19, 2015
Hormel Foods Corp. is launching a new ad campaign featuring Judy Greer, the actress known for her roles in “Arrested Development” and “Archer,” among other TV shows and movies.
Hormel Natural Choice has unveiled a brand relaunch through a multi-faceted campaign, including a series of online videos featuring Greer as the “voice of reason.” The “Make the Natural Choice” campaign brings to life a dual meaning of the word “natural,” with a witty nod to the brand’s position as the accessible and obvious lunchmeat choice for wellness-seeking consumers.
The national print and online campaign is running in a range of publications, from parenting and home to health and wellness — reinforcing the belief that “better for you options” is a universal message. The campaign features bold headlines such as, “Preservatives are for mummies,” “Open wide — your mouth, not your pocketbook,” and “Preserve your right.” Accompanied by the tagline, Make the Natural Choice, these headlines demonstrate the brand’s mission of providing consumers with accessible, all-natural, preservative-free lunchmeat.
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“The campaign celebrates our pride in being the preferred, all-natural choice for consumers,” said Holly M. Drennan, marketing director of meat products at Hormel Foods in a press release. “The commercials and digital advertisements take a light-hearted approach at showcasing the dedication the makers of Hormel Natural Choice have to health-conscious consumers.”
True to her popular best friend or sidekick characters as seen on the movie screen, Judy Greer acts as the campaign’s “voice of reason,” advising others to make the all-natural, preservative-free choice. The video series, which is broken down into three segments, was unveiled on YouTube today. Scenes include:
•Greer talking about a more natural way to preserve things in the midst of her eccentric aunt’s many stuffed pets;
•Greer appearing unannounced in a delivery room joyfully eating an all-natural lunchmeat sandwich; and
•Greer serving all natural lunchmeat to her au naturel party guests.
“Judy’s style was the perfect fit because we wanted moms to think of the Natural Choice brand as a girlfriend sharing a good piece of lunchmeat gossip — not like an ad telling her what to do,” said Noel Haan, BBDO’s executive creative director in the release.
Coinciding with the campaign, the brand has expanded its product line adding to the diverse portfolio of flavors which includes favorites like Cherrywood Smoked Ham, Sriracha Chicken and Black Peppered Bourbon Ham.