No matter who they are, people put a premium on their health; virtually everyone wants to be well…but without giving up the things they love. Jennie-O Turkey Store taps into that universal truth with the launch of three broadcast ads that put a personal face on the challenges and triumphs associated with weight loss, weight maintenance and wellness. The ads were created and produced by BBDO Minneapolis. PHD-Chicago handled the media buying.
“The Be Well campaign underscores an idea that has long been at the heart of our product portfolio: that lean protein can help people achieve the healthy lifestyles they desire,” said Cris Eide, VP/director of marketing, Jennie-O Turkey Store. “The new TV ads are just one element of this campaign, which also includes sponsorship of NBC’s ‘The Biggest Loser’ for the fifth time, FSI’s and public relations programming.”
The 30-second spots will run in 11 major markets for the next four weeks during several TV network premieres, including NBC’s “The Biggest Loser,” ABC’s “Desperate Housewives,” CBS’s “Two and a Half Men,” FOX’s “Glee” and CW’s “Bones.”
The ads inspire viewers with three distinct success stories:
•In “Shoelaces,” a man discusses his personal struggle with weight and his resolve to change. This new life includes adding Jennie-O Turkey Store® products to his diet.
•In “Father/Son,” Michael Morrelli and his father Ron, former contestants on “The Biggest Loser,” share their real-life story of losing more than 400 pounds together. The viewer hears how Jennie-O Turkey Store products were, and still are, a part of their new lifestyle.
•In “Wrestling with Kids,” a mother shares her concerns about childhood obesity and pledges to take responsibility for ensuring her kids lead a healthy, active life – a goal achieved with the help of Jennie-O Turkey Store.