Campaign by Dinty Moore Beef Stew made in partnership with BBDO Minneapolis and PHD capitalises on millennial fashion trend

The makers of Dinty Moore Beef Stew were recognised with a Gold Effie Award for its “Lumberjacks Eat Moore” campaign at the 2018 North American Effie Awards Gala held in New York City last week. The campaign was also a contender for the Grand Effie award.

BBDO Minneapolis and contributing agency PHD partnered with the brand on the campaign.

“The campaign was all about connecting the rich brand heritage of Dinty Moore Beef Stew and its lumberjack roots whilst celebrating its place as a ‘working man’s fuel’ in pop-culture,” said Sarah Johnson, Brand Manager, Grocery Products at Hormel Foods.

The campaign focused on digital activation and sponsorship events and resulted in an 18% increase in baseline volume sales and 16% increase in household penetration.

“Winning an Effie is the ultimate prize for any client and agency team, as it celebrates fantastic creative ideas and outstanding business results.

“The fact that an 80-year-old brand capitalised on a millennial fashion trend to appeal to a broad demographic of consumers is what made this work really stand out,” said Ali Siviter, Group Account Director, BBDO Minneapolis.

The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry and recognise any and all forms of marketing communication that contribute to a brand’s success.

The North American Effie rankings reflect points accumulated from finalist and winning case studies from the 2018 North American Effie Awards competition and will be factored into the 2019 Global Effie Index.

The brand is part of a family of brands owned by Hormel Foods Corporation, a global branded food company with over US$9 billion/£6.7 billion in annual revenues across more than 80 countries worldwide. Its brands include SKIPPYSPAMHormel Natural Choice, Applegate, Justin’s, Wholly Guacamole, Hormel Black Label, Columbus, and more than 30 other beloved brands.

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