Multiple Dynamics Drive Hormel Umbrella Campaign

In this article, we will see the success of an umbrella campaign (Hormel Foods) which get the most important two factors of any such kind of campaign: consumers' emotional attachment to the campaign and the meaningful reason for lumping brands together. Because according to Michael Stone, president/CEO of The Beanstalk Group brand licensing and consulting agency, "The biggest danger with any umbrella campaign is letting the individual brands' established identities get diluted,".

Hormel run this campaign to increase consumer awareness of its lesser-known brands/products as the core driver behind its new, multi-brand "Life Better Served" campaign, which will span print, TV and digital advertising, PR and in-store elements. The core message of the campaign is straightforward: Hormel has a variety of brands that together offer many options for providing "simple, wholesome" and protein-rich family meal solutions "despite the frantic pace of modern life," Scott Weisenbeck, Hormel Foods group product manager, integrated marketing said.

Looking at the overall strategy of Hormel Foods in this campaign, we will have some lessons on how to run the umbrella campaign in the purpose of simultaneously support individual brands with advertising.