Cas Client

Enhancing the Corporate Image of Hormel Foods

Le Challenge
Since 2005, Hormel Foods and Burson-Marsteller have worked to shift perceptions of the 122-year old company, which was traditionally known as the maker of SPAM® luncheon meat and canned chili but was otherwise recognized for little else. Hormel Foods is among the fastest growing and most innovative companies within the consumer food sector, with a strong product pipeline, diverse portfolio and well-respected corporate management. In 2012, as the SPAM® brand celebrated its 75th anniversary, Burson helped develop a program for Hormel that both supported this milestone and continued to position Hormel Foods as a company focused on innovation and growth.

L'idée
The team’s objectives were to continue to enhance the reputation of Hormel Foods by positioning it as an innovative company committed to quality, innovation and responsibility and to showcase its portfolio beyond the SPAM® brand. The Burson team and Hormel Foods worked together to leverage the 75th anniversary of the SPAM® brand as a catalyst for discussions surrounding the company’s track record of strong growth and commitment to quality and innovation.

To help achieve the outlined objectives, Burson implemented an integrated plan consisting of media relations, corporate awards and rankings, corporate responsibility reporting and digital communications that would demonstrate the company’s steadfast commitment to citizenship and transparency. The team secured media interviews for Hormel Foods executives to contribute to conversations in influential business media, which showcased the company’s leadership, strategy and reputation. The team also pursued targeted corporate and product awards to highlight the company’s leadership and commitment to citizenship and to build awareness of Hormel Foods products. Burson also helped Hormel Foods release a robust corporate responsibility report to demonstrate the company’s steadfast commitment to citizenship and transparency. Furthermore, in support and celebration of the 75th anniversary of the company’s legacy SPAM® brand, Burson coordinated for Jeffrey M. Ettinger, chairman of the board, president and CEO of Hormel Foods, and his executive team to ring the closing bell at the New York Stock Exchange.

L'impact
More than ever, Hormel Foods is recognized for excellence in nearly every aspect of its business – from its value to shareholders and reputation as a responsible corporation, to the value and insights it brings to its retail partners. Hormel Foods enjoyed positive media coverage in influential outlets, including Barron’s, the Wall Street Journal and The New York Times. Additionally, Hormel Foods was honored with a number of key awards within industry and consumer media outlets, including Responsible CEO of the Year and 100 Best Corporate Citizens from Corporate Responsibility magazine.