Hormel broadens Burson affiliation, pegs firm as AOR

CHICAGO: Hormel Foods has named Burson-Marsteller its AOR, adding consumer duties for the agency, which had already handled its corporate and financial work.

CHICAGO: Hormel Foods has named Burson-Marsteller its AOR, adding consumer duties for the agency, which had already handled its corporate and financial work.

Fleishman-Hillard previously handled the food company's consumer business, said Julie Craven, Hormel VP of corporate communications.

Financial terms were not disclosed, but Craven called it a "substantial" account.

Burson's Chicago office has been handling Hormel's corporate positioning work for more than a year. Craven characterized the firm's new role as an expansion of its existing duties because the company did not issue a formal RFP.

"We're looking at this partnership as a way to gain visibility for some of our lesser-known brands," she said.

Bryan Oakley, MD of Burson's US corporate practice and leader of the Hormel account, said that an important part of the work will be executive positioning for Hormel's new CEO, Jeffrey Ettinger, who will take over in January.

The agency has about 15 people on the account already, Oakley said.

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