Jimmy Dean Delights Has Farmer, Mom Swap Mornings

Jimmy Dean is promoting the “real ingredients” in its “better-for-you” Delights line with videos in which an urban mom and a male farmer swap mornings.

The “Morning Swap” videos show the young woman driving a tractor, harvesting whole grains and vegetables and gathering eggs on a farm, as the farmer gamely tries unfamiliar activities including yoga (above), dog walking and grocery shopping. 

The concept: The woman learns firsthand about the real ingredients in Delights, while the farmer gets to see the busy morning that his ingredients, used in Delights, help power.

“We love the optimism and authenticity of this campaign,” Jimmy Dean brand manager Alix Kosobucki notes to Marketing Daily.



Timed to help promote Delights’ new frittatas offerings, “Morning Swap” is a departure from the lower-calories emphasis of previous marketing for the line. It’s also an extension of Jimmy Dean’s “Shine it Forward” umbrella campaign, launched last November. 

The creative, from Ogilvy & Mather, includes a three-minute overview video and three 30-second videos that each focus on one of the fresh ingredients stories. All are hosted on Jimmy Dean’s YouTube channel, and will be featured on owned social media channels, including Facebook and Instagram.

The campaign also includes print, online and social advertising and use of social influencers.

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