Hormel Foods is appointing Terri & Sandy (T&S) as creative agency of record for its standalone subsidiary Applegate following a multi-agency review. The processed meat company had previously worked in varying capacities with different agencies without an official AOR relationship.
Media was not up for review and will remain with Swellshark.
Under this new agreement, T&S will create a new strategic communications platform and integrated national campaign for Applegate, both slated for launch in early 2020.
The work will impact all customer
touchpoints, as well as internal communications.
Applegate is in the middle of a brand overhaul. Last year, the company undertook a 12-month strategic brand identity examination to better align with consumer tastes and habits. T&S now tasked with bringing this new identity to life. Last year, Applegate spent $1.4 million on advertising, according to Kantar Media.
This new partnership reunites long-term collaborators. Applegate’s president John Ghingo previously worked with Terri Meyer and Greenberg for many years on Oreo.