Full press release about this new campaign after the jump.
As the ‘official hot dog’ at most major sports venues in Southern California, including Dodger Stadium, STAPLES Center, Rose Bowl, Los Angeles Memorial Coliseum and Home Depot Center, only Farmer John can truly pay homage to the timeless tradition of sports and hot dogs, proudly serving hundreds of thousands of hungry sports fans every season. Six television spots were filmed at locations throughout Los Angeles, including at Dodger Stadium, where Farmer John has been selling Farmer John® Official Dodger Dogs® for 50 years.
The commercials, airing locally in Southern California from Aug. 31 through early November, use a mix of humor and nostalgia to focus on how gratifying it is to devour a hot dog – or three – with a cold drink in the stands of the stadium, and remind viewers that they can recreate this unforgettable game-day ritual at home with Farmer John® products.
“People are spending more time at home with friends and family, and the new campaign aligns the core values of our brand with current consumer needs,” said Jeff Frank, vice president of marketing at Farmer John. “Consumers can recreate some of the great experiences at home that they typically enjoy away from home.”
The Farmer John TV spots will air during coverage of sporting events and sports news shows on local stations including Fox Sports West, KABC-TV, KCAL-TV, KCBS-TV, KNBC-TV and KTTV-TV. Additionally, Farmer John is the official tailgate food of the Pac-10 and, in October, will sponsor a sweepstakes with Ralphs that gives customers the chance to win tickets to the LA cross-town rivalry football game and an exclusive tailgate party hosted by a Fox Sports West personality on Nov. 28.
inally, as part of the company’s rebranding efforts, the Farmer John logo has been revitalized to reflect a more contemporary design while maintaining linkage to the brand’s American heritage.
“Our brand is much more than a slowly evolving logo,” Frank said. “It has become a symbol that not only stands for a quality product, but has also found a lasting place in our consumers’ hearts.”
The advertising campaign is the first project that Mendelsohn Zien Advertising has done with Farmer John since being hired in fall 2008. The firm was hired for its distinctive creative approach and clear understanding of the mission at Farmer John. When the campaign ends in November, Farmer John and Mendelsohn Zien Advertising will focus efforts on their next campaign scheduled for spring 2010.
Ad Agency: Mendelsohn Zien