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...