Hormel Foods will launch a campaign to increase the brand awareness of its products later this year. “We are planning right now. We want to use innovative media and a different mix”, Yavira Arroyo, media buyer at Chicago based The San Jose Group tells Portada®. “There will be online advertising. We will launch a very integrated campaign and will buy interactive media to elevate the brand”, says Arroyo. Arroyo adds that , for now, there is no print media or direct mail/marketing planned.
References to the website will be an important element of the new campaign. Because the Web site was not launched until 2006, none of the advertising executed in 2005 directs its audience to the site.
In conjunction with The San Jose Group Hormel launched a Spanish version of their Web site in January 2006. Santiago Torres, Account Group Director at The San Jose Group, said, “The Hispanic community is quickly becoming Internet savvy and going online in record numbers. As a company with a strong commitment to the Hispanic consumer, Hormel saw an opportunity to be responsive to the needs of today's Hispanic market by providing information they are looking for.”
The design of the Spanish-language Hormel Web site has a similar look to the English-language site, but is Hispanic user-friendly. The design is simple because the site is still young, and only the first phase is complete. The site contains background information about the Hormel Foods Corporation, product promotions, recipes that are of interest to the Hispanic market because they contain Mexican ingredients, nutrition advice, and cooking tips.
Also included on the Web site are press releases about advertising and public relations events that Hormel has implemented to cater to the Hispanic market. For example, Hormel Foods sponsored a “Mi Sabor” soccer clinic in August 2005. Children participated in a raffle at grocery stores in Los Angeles in order to win individual training, autographs, and photographs from an L.A. Galaxy soccer star.
In addition to the Spanish-language Web site, Hormel employs other advertising media vehicles to reach the Hispanic market. Hormel does a combination of advertising and promotions including: out-of-home, free standing insert (FSI) coupons, point-of-purchase coupons, and television commercials.
It is important to inform the Hispanic market that the Spanish-language Hormel site exists. It is too early to determine if the Web site gets a spike in visitors when the campaigns are active.
In 2006, starting in April, however, Torres said, “all the FSI and TV components for each brand campaign will have some messaging directing consumers to visit the site.” A number of TV spots for Hormel Meat Products will have five-second tags that direct consumers to the site for more information and recipes.