Meat and Poultry Industry News

Hillshire Farms goes back to its roots in new lunchmeat ad campaign

September 18, 2012
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The Hillshire Farm brand is going back to its farmhouse roots with a new advertisement created by Young & Rubicam New York. The new ad, themed "Greatness is in the Details," shines a spotlight on what has long been a differentiator for Hillshire Farm Lunchmeat - quality, taste and craftsmanship. The ad marks the first step in a new direction by the Hillshire Farm brand to celebrate its farmhouse values while offering contemporary mealtime solutions.

“The Hillshire Farm brand has been built on the trust and loyalty of generations of consumers who know that they can count on the Hillshire Farm brand to deliver great tasting, high quality lunchmeats. With this ad, we are shining a spotlight on the attention to detail and the focus on the craftsmanship that has served our brand for over 75 years,” said Reggie Moore, vice president, marketing, Hillshire Farm Brand.

Added Moore, “This ad marks the first effort from our great partners at Y&R New York. Y&R New York’s efforts, coupled with our best-in-class inter-agency team, will be critical as we begin an exciting new phase in the evolution of the Hillshire Farm brand marketing strategy.”

James Caporimo, Executive Creative Director at Y&R New York said, “Brands that have an authentic story to tell resonate with consumers and are the ones that succeed today, and the Hillshire Farm brand has a great story to tell.”

The new Hillshire Farm ad titled “Timer” will debut today with :30 television spots airing nationally, as well as in markets across the country. In “Timer,” the viewer learns about how the Hillshire Farm brand slow roasts its turkeys, and how every minute counts in creating delicious and great tasting cuts of lunchmeat that make a Hillshire Farm sandwich stand apart.

Source: Hillshire Farms

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