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Portrait of a Better Burger: as Lean as It is Delicious

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WILLMAR, Minn.--(EON: Enhanced Online News)--America has a love affair with burgers. After all, we eat 11 billion of them annually. Jennie-O Turkey Store believes it’s high time to start thinking more about quality than quantity. img border='0' title='Add to Google' alt='Add to Goog

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									Portrait of a Better Burger: as Lean as It is
Delicious
New Jennie-O Turkey Store Ad Campaign Encourages Consumers to Switch to Turkey – and Get More
Out of their All-American Love Affair with the Burger

September 21, 2010 08:54 AM Eastern Daylight Time  

WILLMAR, Minn.--(EON: Enhanced Online News)--To say America has a love affair with burgers is no
exaggeration… after all, we eat 11 billion of them annually*. But Jennie-O Turkey Store believes it’s high time to
start thinking more about quality than quantity.

That’s one of the big ideas behind the brand’s new MAKE THE SWITCH™ advertising campaign. The TV and 
digital spots, which break today, are designed to show consumers that simply turning a hamburger into a turkey
burger makes one of our nation’s favorite foods as lean as it is delicious.

“Americans love their burgers, but too may think there’s an either/or proposition when it comes to taste and
leanness. They’re mistaken,” said Steve Lykken, senior vice president, retail division, Jennie-O Turkey Store. “The
MAKE THE SWITCH™ campaign spotlights the fact that turkey burgers really deliver on two seemingly 
contradictory ideas: juicy, craveable, irresistible flavor and a lean nutritional profile. Finally, people can get the taste
they love with the leanness they deserve. That’s how we define a better burger.” 

The 30- and 60-second spots, from BBDO Minneapolis, showcase the takeover of a former Los Angeles-area
restaurant, which the brand turned into a literal Jennie-O “turkey store”. For just one day in early September, the
brand served up free turkey burgers to consumers, and the cameras on-site captured their authentic reactions when
they realized just how lean and delicious a better burger can be.

The MAKE THE SWITCH™ call to action is perfectly in tune with the times – and changing consumer
expectations. A recent survey** conducted by the brand found that if people could change just one thing about
burgers, 39% would make them better for you. And if they were, burger-mania might be taken to a whole new level:
half of America would eat even more burgers!

The research also explored what it would take for Americans to switch from their favorite foods to “better-for-you” 
versions. Interestingly, the balancing act between taste and nutrition came into sharp focus with the top three
answers:

    l   If it had the same great taste (55 percent)
    l   If they knew they were doing something better for their health (45 percent)
    l   If they knew they were significantly reducing calories and fat in their diets (45 percent)

“At this stage of the campaign we may be talking about burgers, but this is really the kick-off of a movement,” 
Lykken said. “Before we’re finished, we aim to see people all over the country substituting turkey for the proteins in
their favorite foods – from lasagna to tacos to meatloaf – and learning how easy it is to experience the benefits of
making simple switches to leaner food choices without compromising taste.” 

MAKE THE SWITCH™ ads will begin airing on TV with a heavy schedule during the week of September 20 to 
coincide with primetime premieres. Following launch week, the 30-second spots will realize strong continuity levels
as they run through October 17. To complement the broadcast schedule, campaign ads also will appear in food-
related environments on select Web sites, as well as at www.jennieo.com, where consumers can access turkey
burger recipes and sign up for the Jennie-O Turkey Store newsletter, which features recipes, tips and special offers.

The ads were produced by Redtree Productions, Schnitt Edit provided editorial support and PHD-Minneapolis
handled the media buying.

* Technomic, November 2009 report

** Survey Methodology

The online omnibus study was conducted by Opinion Research Corporation among a sample of 1,061 adults
comprising 516 men and 545 women 18 years of age and older. Interviewing for this survey was completed
on August 26-27, 2010. Significance testing is done to the 95 percent confidence level.

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. Jennie-O Foods, Inc., acquired
by Hormel Foods in 1986, was united with The Turkey Store Company in 2001 to create the industry-leading
processor and marketer of traditional and value-added turkey products for the retail, foodservice and deli markets.
Offering an array of high quality fresh, frozen, refrigerated and deli turkey products, Jennie-O Turkey Store
produces more than 1,300 items, distributing its products throughout the United States and 26 countries. With
corporate offices in Willmar, Jennie-O Turkey Store currently employs 7,000 people throughout the United States.

©2010 Jennie-O Turkey Store.

Contacts
Jennie-O Turkey Store
Jessica Douglas
Burson-Marsteller
312-596-3441
or
Jen Ehresmann
Jennie-O Turkey Store
320-214-2860

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