• September 6, 2007

Hormel's Jennie-O Turkey Store brand is partnering with NBC's "The Biggest Loser" for the second year as the show's exclusive protein brand.

Jennie-O Turkey Store Extra Lean Ground Turkey will be among the products prominently featured throughout the season.

Additional support for the show's partnership will include advertisements of Jennie-O Turkey Store's participation on 6 million packages of Lean and Extra Lean Ground Turkey, per the company. Links to the "The Biggest Loser" Web site will stem from a new microsite housed on the Jennie-O Turkey Store brand Web site, jennie-o.com.

The Willmar, Minn.-based company, which was acquired by Hormel Foods about nine years ago, will also be directly communicating with over 225,000 online subscribers to The Biggest Loser Club (biggestloserclub.com,) with specific recipe ideas for Jennie-O products.

--Karl Greenberg