• Brandweek, Friday, September 18, 2009 10:47 AM

Farmer John, a Los Angeles-based meats brand owned by Hormel that primarily sells in the Southwest, has a new campaign that celebrates the ball parks where its hot dogs are served, Becky Ebenkamp reports. Print, radio, Web and out-of-home efforts supplement three 15-second TV spots.

One spot shows a hot dog with all the condiments and fixings. "Most stadiums stop serving beer in the seventh inning," says the voiceover as the crowd performs a stomp reminiscent of the ubiquitous stadium anthem "We Will Rock You." "Thankfully, they don't do that with hot dogs," it continues. The tagline: "Get the hot dogs you eat at the game, at home."

Traditionally, the brand has targeted its mostly pork products at Hispanics. "I think they felt they had made significant inroads to that market and it was time to move to the general market," says Claudia Caplan, CMO for Mendelsohn Zien, Los Angeles, which produced the campaign.

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