Situation

Shoppers today want to know that the companies and brands they trust not only share their values but also use their influence to better the world. Hormel Foods has a long-standing relationship with Operation Gratitude, sending care packages to U.S. military serving abroad. Super Bowl LII in Minneapolis, MN, presents a prime opportunity for Hormel Foods, with their hometown in Austin, MN, to show support for service members.

Objective

Create an eye-catching, interactive experience at the Super Bowl Live event that supports Hormel Foods’ corporate social responsibility efforts.

Approach

We transform a booth at the Super Bowl LII Live event into digital letter-writing stations. A Hormel Foods-branded area with digital kiosks and iPads allows attendees to choose and sign their names to custom thank you notes, which are sent to military in the deployed troops’ care packages.

Results

Hormel Foods continues its long tradition of supporting the military. Activation attendees show their gratitude for those who serve. Consumers and client delight.

Nearly 1,000 letters sent to military personnel over a 10-day period 10,000 letters sent by campaign's end through Hormel Foods' effort 24 million+ reach gained through traditional media