Campaign details

Brand: Dinty Moore® Stew
Advertiser: Hormel Foods Corporation
Agency: BBDO Minneapolis

Executive Summary

The Challenge

Reverse a decade of declines by building relevancy with traditional blue-collar workers, who are largely overlooked by CPG brand advertisers.

The Insight

Hard-working laborers felt disrespected by the misappropriation of their culture and wanted to feel valued.

The Idea

Lumberjacks Eat Moore

Bringing the Idea to Life

Entertain blue-collar workers by leveraging pop-culture in digital activation and sponsorship events, supported by online video celebrating Dinty Moore® as the working man's fuel.

The Results

Successfully reversed a decade of declines with an 18% increase in baseline volume sales, 36% dollar sales lift and 16% increase in household penetration.

Effie Awards Category Context