The Jimmy Dean
brand (www.jimmydean.com), Americas favorite traditional breakfast sausage brand* will release a new Spanish-language TV commercial this month to promote its popular line of breakfast sandwiches to Hispanic consumers. Created by Walton Isaacson, the :30 creative, entitled Done (Listo) introduces consumers to a busy mom on a typical morning as she gets her family ready for school and work. With the assistance of the Jimmy Dean Sun, mom and her family take time to enjoy the benefits of a Jimmy Dean breakfast to get their day started off on the right foot. The tagline, Por un día brillante (Heres to a shining day), speaks to both the brilliance of smart choices and to sunshine, an essential ingredient in a positive day.
We are excited to be venturing into such a rich territory with such an important consumer target. We feel the spot delivers on strong cultural insights and superior creativity that will help deliver our messages in a meaningful and fun manner, said Amy Grabow, VP, Marketing, The Jimmy Dean brand.
The iconic Jimmy Dean Sun has an important role in our new spot, but hes much more of an ambassador or an ally to mom than he is in the brands general market approach, states Rochelle Newman-Carrasco, Walton Isaacsons Chief Hispanic Marketing Strategist. We see Latinas embracing convenience, while holding steadfast on certain traditional values, particularly as it relates to breakfast and how it impacts her familys ability to succeed.
The spot debuts on September 9 and will air on the following networks: Univision (Prime, Telenovelas), Telemundo, Estrella, MundoFOX, and Discovery (Familia and En Espanol). Please view the commercial at http://youtu.be/Z5eVopYd1Tw. Subtitled version for PR purposes only can be viewed at http://youtu.be/4p-v9fLwO8w.
Walton Isaacson serves as Hispanic Agency Of Record for the Jimmy Dean brand and total market AOR for the State Fair brand, also part of the family of brands under the Hillshire Brands Company.
About Jimmy Dean Brand
The Jimmy Dean brand is Americas favorite protein breakfast brand*. Since 1969, the brand has ensured quality in every plate, providing warm, satisfying breakfast options the whole family can enjoy. Jimmy Dean Fresh Roll Breakfast Sausage, Fresh Links & Patties, Fully Cooked Sausage Links & Patties, Omelets, Skillets, Sandwiches, Breakfast Bowls, Heat ‘N Serve Sausage Links & Patties, and Pancakes & Sausage on a Stick boast full flavors and top quality ingredients guaranteed to make any meal the best.
*Share of Breakfast Sausage and Frozen Protein Breakfast Categories, number one in Dollar Sales and Volume Sales data per IRI FDM + WM 52 weeks ending August 18, 2013.
About The Hillshire Brands Company
The Hillshire Brands Company (NYSE: HSH) is a leader in meat-centric food solutions for the retail and foodservice markets. The company generated approximately $4 billion in annual sales in fiscal 2013. The companys more than 9,000 employees work together every day toward a common purpose fulfilling the hunger for a life well fed. Hillshire Brands portfolio includes iconic brands such as Jimmy Dean, Ball Park, Hillshire Farm, State Fair, Sara Lee frozen bakery and Chef Pierre pies, as well as artisanal brands Aidells and Gallo Salame. For more information on the company, please visit www.hillshirebrands.com.
About Walton Isaacson
Founded in 2005 by marketing innovators Aaron Walton, Cory Isaacson and esteemed partner Earvin “Magic” Johnson, Walton Isaacson (WI) provides strategic and creative solutions for many of the world’s largest and most aggressive brand marketers. This innovative agency model marries award-winning, full-service advertising, digital and social capabilities with below-the-line expertise across multiple disciplines, providing unprecedented value and efficiency for its partners. WI’s marketing specializations include Sports, Lifestyle, Entertainment, Experiential and Branded Content, as well as cultural expertise across General Market, African American, Hispanic and LGBT consumer segments. This highly integrated approach to client business substantiates the agency’s focus on being “The Planet’s Most Interesting Agency.”
Walton Isaacson offices are headquartered in both Chicago and Los Angeles, with additional offices based in New York, Miami and Tokyo. Clients include Avión Tequila, Beam Inc. (Basil Haydens, Courvoisier, Jim Beam, Kilbeggan Irish Whiskey, Knob Creek, Skinnygirl Cocktails, 2 GINGERS), Charitybuzz.com, General Mills, Hillshire Brands, Lexus, Marriott, McDonalds, One.org, Samsung, The Los Angeles Dodgers, Toyota, Unilever (AXE, Clear Hair Care, Degree, Dove, Suave, Nexxus, TRESemmé), Verizon Wireless and Wells Fargo.