Hormel
The Can of Your Dreams
When dinner feels like too much effort for one, it’s easy to skip it—or fall back on a sad excuse for “girl dinner.” But there’s a more dependable option: warm, comforting, and always there when you need it. No complications, no mixed signals. Hormel Chili shows up, does the job right, and never lets you down. Finally, a can you can count on.
OOH
Activation
A typical can of Hormel chili lasts 4 years before hitting its best-by date–so let’s rebrand the “fruit and flowers” anniversary. That’s stale. Now it’s savory: The Chili Anniversary.
Hormel will host a free Valentine’s Day pop-up event where 4-year couples can come and be served Hormel chili at a romantic fine-dining experience, complete with sommeliers and wine pairings.
Every couple will walk away with a commemorative can of chili to be enjoyed together in another 4 years.
Hormel will also release a limited-edition Valentine’s Day collection of golden chili spoons engraved with romantic sentiments.
Social
Hormel will partner with social media comedian Stephen Brower to feature in his ultra-popular “if I would date them,” series, where he ranks different foods, objects, concepts (anything’s fair game, really) on their boyfriend potential.
Hormel has 15 varieties of chili, but only one can earn the coveted ~husband~ status.
A series of radio ads will parody iconic romance songs from the POV of the can of Hormel that’s been
waiting for years for you to finally notice it.
Radio
Copywriting, Art Direction, & Vocal Stylings : All me (yes, a triple threat)
Please pretend this sounds like Sting. He wasn’t in the budget.