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Hormel Launches First Hispanic TV Ad Campaign

AUSTIN, Minn. -- Hormel Foods based here launched its first Spanish-language television advertising campaign in Los Angeles, introducing local Hispanics to a variety of Hormel meats products. The spot is currently airing on all major Spanish language stations in the market, including Univision and Telemundo affiliates.

The new spots introduce the Hormel meat line to Hispanic consumers with a humorous spot featuring a mischievous young boy described as "El Comelón." "For Latinos, sharing good times with friends and family is an essential part of life," said James Splinter, Hormel's v.p. of marketing consumer products refrigerated foods. "Hormel Foods understands this. We wanted to speak to the Hispanic consumer in a language they understand by leveraging their traditions of celebrating family and food."

The campaign's tagline "Sabor de Calidad," Spanish for "Flavor of Quality," provides a creative umbrella for the commercial's appetizing theme. "El Comelón" conveys the boy's love for products so delicious and tasty they 'simply disappear.' This is the first Hispanic TV campaign for Hormel Meat Products and HORMEL branded products.

The campaign, created by the San Jose Advertising Group, Chicago, is scheduled to be extended to other top Hispanic markets throughout 2006.
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