Hillshire Farm: Oh, hill yeah! Sammies

Susan Lulich, Lynn Fogarty, Christoph Bruning, Lisa Ivy, Bria Cobb

Hillside Farm, a food brand, introduced Oh, Hill Yeah! – an influencer program that promoted and encouraged custom sandwich creations to claim the top spot for share in the premium lunch meat category.

Campaign details

Brand: Hillshire Farms Brand owner: Tyson Foods Entrant company: LEO BURNETT, USAIdea creation: Leo Burnett Chicago Market: United States Sector: Meat, poultry, fish Media channels: Online video, Online display, Word of mouth, influencers, KOLsBudget: Up to 500k

Executive summary

The premium lunch meat category has been dominated by one player—Oscar Mayer—leaving other contenders in the shadows. Hillshire Farm aimed to break out, aspiring to quickly seize the top spot in the category.

With this goal in mind, Hillshire Farm launched a...

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