Ever stared out over the horizon of your lunch plate and been spellbound by the glory of your turkey sandwich? No? Well, Hillshire Farm wants to be your first.
The meat seller is out with a pair of new spots from new agency Young & Rubicam in New York that emphasize, according to the agency, the brand's "farmhouse roots." That's a new tack for Hillshire, which last year, to the dismay of fans, shifted away from its rah-rah "Go Meat!" campaign, created by TBWA\Chiat\Day, with a relatively bland spot featuring improv comedian Wendi McLendon-Covey. (That ad, also from TBWA, has since been pulled from YouTube, but you can see it here.)
The first of the Y&R spots plays up the brand's attention to detail in the preparation of its turkey. "The meat is silky and swimming in pan-roasted juices," says the voiceover, as a chef sharpens his knife. It "turns a mere sandwich into something, wait for it … mesmerizing." The second ad, which broke this week, focuses on the brand's process for making its hickory-smoked sausage. "This tree is going to make someone a wonderful meal someday," the spot opens. Mmmm, tree. "It will turn pasta into a rustic feast, or bring inspiration to a quiet stew," the voiceover explains, as the commercial goes on to enumerate the range of other dishes—gumbo, pizza, tacos—its tree helps to make.
Call it mass-produced food porn for the natural enthusiast. Overall, the intimate style of the film work, coupled with arboreal landscapes and emphasis on craft, make a clear appeal to consumers who are increasingly seeking healthier, less processed foods amid a nationwide boom in farmer's markets. As for whether or not the copy is convincing enough to achieve that mission, we'll leave up to you.
Client: Hillshire Farm
Agency: Young & Rubicam, New York