Campaign details
Brand: HORMEL Gatherings® Party TraysBrand owner: Hormel FoodsLead agency: Barefoot ProximityContributing agencies: BBDO MPLSCountry: United StatesIndustries: Convenience, readymadeMedia channels: Content marketing, Online display, Online video, Point-of-purchase, in-store, Programmatic display, Search marketing, Social media, Video on demandBudget: 1 - 3 million
Executive summary
Hormel Gatherings, a party tray of pre-cut meat, cheese and crackers, had almost no awareness in a category that was seen as a commodity. Conventional wisdom said that people who buy party trays are lazy or anti-Martha Stewart types. We suspected that...