Using social to discover Hormel's audience and create a stand-out brand in a commoditized category

Kristin Bell, Natalie Bolden, Emily Klotz et al.

This case study shows how Hormel Gatherings, a party snacks food brand, found its audience in the US by using social media's targeting tools to refine its message.

Campaign details

Brand: Hormel Gatherings Party TraysBrand Owner: Hormel Foods, Inc.Lead Agency: Barefoot ProximityContributing Agencies: Nsight ConnectCountry: United StatesIndustries: Convenience, readymadeMedia Channels: Mobile & apps, Online dispay, Online video, Programmatic display, Radio, Search marketing, Social media, Websites & microsites

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 differently, so we created a...

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