Jennie-O going to the World Series again
WILLMAR -- In conjunction with a recent launch of new breakfast products, Jennie-O Turkey Store is ramping up its national advertising, including another trip to baseball's biggest event: the World Series.
For the second year in a row, Jennie-O will sponsor the World Series and have their commercials air during the televised games, which begin on Oct. 24.
"Last year's results from our World Series advertising were tremendous," said Jen Ehresmann, director of marketing for Jennie-O Turkey Store. "The World Series is about as good as we can get. It's also a great family viewing activity, which fits really well with our core demographic."
During the series, Jennie-O will also partner with Fox TV on "pitcher switches," meaning every time a team brings out a new pitcher, the stadium announcer will say that "the switch has been brought to you by Jennie-O." The company will also have either billboard or digital advertising on the baseball field.
"We're obviously hoping for plenty of pitcher switches," said Barry Lynch, senior vice president-retail division, with a laugh.
In addition to the World Series, Jennie-O has also bought national advertising for its breakfast campaign on cable networks such as HGTV and Food Network, as well as video streaming websites, including Hulu. These commercials will begin airing mid-September.
Jennie-O is no stranger to big-name marketing partnerships. The company has been partnering with "The Biggest Loser" television series for the past several years. A chef for the show, Devin Alexander, recently teamed up with Jennie-O to create four original breakfast recipes, all featuring Jennie-O products.
Jennie-O's new advertising efforts only work to secure the company's prominence in the national turkey market, Ehresmann said.
"Jennie-O has roots in Willmar and started as a small company. It's very exciting to now be advertising on these platforms," Ehresmann said. "To be sponsoring the World Series just proves our national presence."
"It really gives us that much more credibility," Lynch said.