Alt Text：
This is a full page of Hormel advertisement, on the top of the page there is a yellow sticky note and a large bold headline “YOUR LABELS DON’T HAVE TO BE CHEMICALLY DEPENDENT.” The advertisement promoted Hormel Meat Stocks/Broths and claimed that it can make the food production more “clean” with no MSG HVP’s, or added nucleotides. The bottom of the advertisement had texts, Hormel logo, and contact information.
Text Transcription:
INGREDIENTS: Creatinine Disodium inosinate Polysorbate 80 Partially hydrogenated oil Soy protein isolate Hydrolyzed yeast extract Yeast solids Cellulose gum Modified food starch Sulfiting agents Disodium guanylate Caramel color Artificial color
YOUR LABELS DON’T HAVE TO BE CHEMICALLY DEPENDENT.
Hormel Meat Stocks/Broths can clean up your labels. They’re extracted from meaty beef, chicken, pork, and turkey bones for the cleanest ingredient lists you can get. We can bring you a broad line of stocks/broths without MSG, HVP’s or added nucleotides. They’re low in fat and sodium—ideal for new kinds of light products. Reconstituted stocks/broths can also remove the word “water” from your label. You not only make the label look better, you improve the final product. Stocks made the traditional Hormel way give you richer, better flavor. In dried, paste, or frozen form, Hormel meat stocks are the perfect building blocks for microwave meals, frozen entrees, gravies, soups, sauces, and more. Contact: David L. Hagman, Sales & Marketing Manager, Industrial Products Division, Geo. A. Hormel & Co., P.O. Box 800, Austin, MN 55912; (507) 437-5609. Fax (507) 437-5120.
Hormel
Circle 17 on Inquiry Card
Observation:
This advertisement is mainly targeted at food companies. The core message was to link complex chemical additives with “dirty labels” and promote Hormel Meat Stocks/Broths as an alternative solution. The advertisement emphasized that these broth came from beef, chicken, pork, and turkey bones and there’s no chemical additives, for example MSG, HVP’s and added nucleotides. It’s selling to the food companies that using the products of Hormel, can make the ingredient list more natural, simpler and enhance the flavor. Overall, the advertisement is using “clean label” as a selling point.
Tom Liu
