WILLMAR, Minn. – Jennie-O is on a mission to show the world how easy and delicious it is to eat well. Through its highly visible Make the Switch® campaign, the company has energized the turkey category and amplified awareness of the JENNIE-O® brand across its product lines. Jennie-O now holds the No. 1 turkey brand unaided awareness position.1
Results from a third-party-managed blind deli meat taste test and consumer feedback generated at a public sampling event confirmed that JENNIE-O® fresh-from-the-deli turkey delivers top quality scores to inspire more consumers to increase deli shopping frequency.
Shopping patterns threaten deli profits
According to a Counter Intelligence™ Deli Consumer Study,2 some shoppers have transferred their traditional deli purchases to the meat department. Almost half of deli shoppers purchase sandwich meats at least once every other week from the pre-packaged section of the meat department.
“Jennie-O wants to bring shoppers back to the deli more frequently. By combining uncompromising taste and freshness with programs that allow our retailer partners to offer attractive prices to keep consumers shopping the deli, JENNIE-O® deli products are a smart addition to any store set,” said Dave Dohmann, vice president, deli sales, at Jennie-O. “We believe all consumers should have access to smart, nutritious choices without breaking their budget.”
Blind taste testing proves “overall liking” for JENNIE-O® products3
Consumer research recently conducted in the Boston area resulted in top scores on overall liking for JENNIE-O® turkey and chicken products. Six of the most popular turkey products were tested against three other brands available in the market. Included in the test were:
- JENNIE-O® Oil Browned Turkey Breast
- JENNIE-O® Herb Roasted Turkey Breast
- JENNIE-O® Honey Turkey Breast
- JENNIE-O® Mesquite Smoked Turkey Breast
- JENNIE-O® Cracked Pepper Turkey Breast
- JENNIE-O® Oven Roasted Chicken Breast
Adult tasters that were part of this research experienced these flavors and the competitive set on bread to represent a sandwich experience. JENNIE-O® products achieved the highest overall liking scores of the all of the brands tested.
Six thousand consumers give “thumbs-up” to JENNIE-O® deli turkey during sampling event4
Jennie-O recently held a one-day sampling event, giving away 6,000 fresh-sliced deli turkey sandwiches and asking consumers to share their thoughts on video.
The event gave Boston-area consumers and tourists an opportunity to try one of four delectable deli turkey sandwiches made from signature recipes that captured the essence of the Boston culinary experience. Commuters’ reactions speak for themselves. https://vimeo.com/47174703
When it comes to sandwiches, it’s what’s between the bread that counts. Jennie-O offers a robust line of deli meats that provides a great selection of oven roasted, smoked and seasoned choices that are perfect for a quick and easy sandwich. For more information on any JENNIE-O® products or to see recipes from the sampling event, visit Jennieo.com or SwitchToTurkey.com.
About Jennie-O Turkey Store, Inc.
Jennie-O Turkey Store, Inc., based in Willmar, Minn., is a wholly owned subsidiary of Hormel Foods Corporation (NYSE:HRL) and one of the largest turkey processors and marketers in the world. It offers an array of more than 1,500 high quality fresh, frozen, refrigerated and deli turkey products that are distributed throughout the United States and 27 countries worldwide.
1 Independent national brand tracking research conducted by Marketing Evolution in Summer/Fall 2011.
2 Independent national research conducted by Accora Research in October 2010.
3 Independent blind taste test conducted by an independent marketing research firm, on June 29, 2012, and July 13, 2012, in Framingham, Mass., with a sample size of 195 adults.
4 Open consumer sampling event held July 11, 2012, at the Government City Hall Plaza, with approximately 6,000 people.
Source: Jennie-O Turkey Store