This project remains my favorite example of creative bravery. When we won the Smithfield account, Armour was a somewhat faded brand. The CMO expressed openness to new ideas, so my team and I began by exploring opportunities to strengthen the product portfolio. We then presented campaign ideas including a reimagined version of their iconic 60s hot dog jingle, transformed into an anthem celebrating modern moms. The platform "We make it easy, you make it great." celebrates the ease and fun of Armour, empowering moms to deliver tasty, nutritious meals to their families. The marketing team was so enthusiastic they quickly approved a $250,000 test, which ultimately escalated into a $4 million campaign.
"Great Moms" is a proprietary song we created. It is a modern reimagining of the famous Armour Hot Dogs jingle from the 1960s, tailored to celebrate today's moms and the products they enjoy.
ECD, Flora Caputo GCD/Writer, Bernie Pitzel. AD, Joanna Kammer Writer, John Montesantos