Case Study – Hormel Foods Specialty Products

Producing a complete marketing portfolio for a household name.

When Hormel Specialty Products, a division of Hormel Foods Corporation, decided to hire a full-service marketing firm that would provide the attention it deserved, it called Snow Communications. We were tasked with strengthening visibility of this business-to-business division in an effort to support the sales team. That was 2003. Today, Hormel Foods is still a highly valued client and the partnership is stronger than ever.

Hormel Foods Corporation, based in Austin, Minn., is a multinational manufacturer and marketer of consumer-branded food products, many of which are among the best known and trusted in the food industry. The company enjoys a strong reputation among consumers, retail grocers, foodservice and industrial customers for products highly regarded for quality, taste, nutrition, convenience and value.

Our Objectives

  • Position Hormel Foods as the most trusted source and leading supplier of quality food ingredients within the food manufacturing industry.
  • Support Hormel’s business development efforts through public relations, advertising, trade show marketing, and overall brand development.
  • Drive new business opportunities for the company, and ultimately increase sales.

Our Actions

  • Successfully maintained a comprehensive PR program that’s brought in dozens of positive media placements and new business inquiries.
  • Developed and launched targeted print and online advertising campaigns that get attention. Received consistently high marks in ad study surveys conducted by publishers.
  • Redesigned the Hormel Specialty Products website ( to help promote Hormel Food’s ingredients for food manufacturers. To allow for easier customer interaction, the new website features more detailed ingredient listings, news and blog sections, interactive menus, and a sample request form.
  • Designed and printed new marketing collateral for the division’s multiple units, including pocket folders, sell sheets and a comprehensive ingredient database.
  • Provided annual tradeshow support, including media coordination, graphic development, and overall booth design.

The Results

  • Continued annual sales growth
  • Media penetration included key publications in the food and packaging industries: Food Business News, Contract Packaging and Food Product Design.

“In terms of marketing, we are light years ahead of where we were, thanks to Snow Communications.”
– Greg Baskin, National Sales & Marketing Manager

Download the PDF

  • PDF Hormel Foods Specialty Products