Hormel Foods Corporation

Steve Venenga, Vice President, Marketing, Grocery Products
Nicole Behne, Marketing Director, Grocery Products Division
Nikki Austinson, Brand Manager

BBDO Minneapolis *Lead Agency

Noel Haan, EVP, Executive Creative Director
Liz Giel, VP, Director of Strategy
David Mackereth@bbdo.com, Copy writer
Alison Siviter, VP, Group Account Director
Olivia Sherlock, Account Supervisor
Debra Lustig, Director of Broadcast Production
Allison Brink, Art Director
Kelly Gothier, Art Director

PHD

After a decade without investment Dinty Moore Stew had lost relevance with both its core target and retailers. Sales had declined by almost 50%. Leveraging insights from "blue-collar" working-man's culture and taking advantage of a pop-culture fashion trend, the brand re-claimed recognition as the real working man’s meal. Successfully bringing back lapsed users and reversing 10-year declines with a +18% increase in volume sales and +36% dollar sales lift and 16% increase in household penetration. All with a budget of just $1.1MM.