HORMEL Gatherings® Party Trays: Finding the Party-Tray People

Kristin Bell, Katherine Lawler, Natalie Bolden, Linzey Sarreal et al.

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands