Hebrew National talks up quality in $25 mil campaign

Petrecca, Laura
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p4
Trade Publication
This article looks at the marketing campaign of kosher hot dog and deli meat producer Hebrew National, which discusses the quality of its products in the U.S., as of May 1999. The campaign, from Grey Advertising, New York, seeks to create a coast-to-coast profile as Hebrew National lives up to its name by expanding to 80% of the country by summer. The advertisements feature an average Joe who not only gets lunch, but a little advice from the heavens. The TV and radio spots play up the marketer's kosher heritage and positioning as a premium product, even though 70% of Hebrew National's consumers are not Jewish, according to Steve Silk, president of National Foods. Couponing, in-store promotions, sweepstakes, charity tie-ins with well-known athletes and a 10-week sponsorship of the cooking and weather segments on Good Morning America are also included in the marketing mix.


Related Articles

  • The way we are is the way we were, but what will we become? Young, Barbara // National Provisioner;May2003, Vol. 217 Issue 5, p8 

    Focuses on the changes in the meat industry in the United States. Ranking of meat and poultry processors; Strategy of ConAgra Foods.

  • ConAgra Beef has new retail-ready product, new quality program--and new home.  // National Provisioner;Oct2001, Vol. 215 Issue 10, p32 

    Presents information relating to Greeley, Colorado-based meat processing company ConAgra Beef Co. as of October 1, 2001. Introduction of a full line of retail-ready beef products; Adoption of electric carcass stimulation by the company to enhance the quality of beef; Relocation of company...

  • ConAgra bucks trend as frozen-food ads cool off. Pollack, Judann // Advertising Age;9/15/1997, Vol. 68 Issue 37, p4 

    Focuses on the frozen food advertising campaign of ConAgra Frozen Foods. The television advertising for its Marie Callender and Healthy Choice lines of dinners and entrees; The competition from Nestle's Lean Cuisine.

  • Rumble in the Stomach. Fromm, Emily // Adweek Eastern Edition;9/13/1999, Vol. 40 Issue 37, p68 

    Features the latest Slim Jim advertisement. Content of the advertisement; Background of the advertising campaign; Television spots.

  • Hebrew Nat'l Rolls Out 'Mom Squad'. Reyes, Sonia // Brandweek;05/28/2001, Vol. 42 Issue 22, p6 

    Provides information on the planned marketing promotion drive of the Hebrew National company. Aims of the promotion; Overview of the campaign.

  • Leadership on the front line. Young-Huguenin, Barbara // National Provisioner;May96, Vol. 210 Issue 5, p8 

    Editorial. Discusses the consolidation trend in the meat and poultry industries in the United States. ConAgra Inc.'s market leadership; Business changes at Tyson Foods.

  • Cyberspace launches. Kraus, Scott // National Provisioner;Feb2001, Vol. 215 Issue 2, p44 

    Focuses on the electronic commerce challenges overcome by processed meat companies, Greeley, Colorado-based ConAgra Beef Co. and Sherman Oaks, California-based Oh My Deli. Strategy for on-time delivery of orders; Arrangement for the customer to receive the package; Development of a computer...

  • IN YOUR FACE.  // Advertising Age;6/22/1998, Vol. 69 Issue 25, p50 

    The article highlights the new campaign for GoodMark Foods Inc.'s Slim Jim in the U.S. The new campaign features the anthropomorphic meat stick Slim Jim Guy who harasses celery and carrot sticks inside the stomach of a girl and cupcakes and cheese puffs the stomach of a boy. Information...

  • Bee in Bonnet, ConAgra Bags Its own Tuna. Reyes, Sonia // Brandweek;11/27/2000, Vol. 41 Issue 46, p5 

    Deals with the advertising campaign and in-store sampling planned for the debut of the first bagged tuna of ConAgra Foods' Bumble Bee brand. Sizes of the bagged tuna; Magazines where the bagged tuna's print advertisements will appear; Packaging of the bagged tuna; Campaign of the product via radio.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics