Ball Park targets women by poking fun at 'guy time'

CHICAGO: Sara Lee is targeting women by promoting its Ball Park hot-dog brand as the No. 1 food for men.

CHICAGO: Sara Lee is targeting women by promoting its Ball Park hot-dog brand as the No. 1 food for men.

The company launched the “Men. Easier Fed than Understood” campaign this month with the goal of making Ball Park a “key player in the ‘guy food' space” by connecting with women, “the primary grocery shoppers in the household,” said Aaron Alt, GM of the Ball Park brand.

“The new creative is designed to resonate with women who understand the importance of the men in their lives needing that guy time, even if they don't always understand why guys do what they do,” he said. Ad agency Publicis Seattle developed the campaign's creative elements.

Sara Lee designed the campaign content to resonate with women through humor by highlighting “the quirky, nonsensical behavior men take part in when they get together,” Alt said.  

The brand and MWW Group, its AOR since 2005, are promoting the effort through social and traditional media, including a planned relaunch of the Ball Park Facebook page. MWW will manage the enhanced platform.

Consumers can watch the campaign commercials on the Ball Park Facebook page, which has nearly 130,000 fans, or on YouTube.

Sara Lee has also partnered with 15 women bloggers to generate buzz and raise consumer interest in the campaign. Alt said the bloggers will write a series of posts about how they relate to the effort.

MWW and Sara Lee will also pitch national media outlets about the initiative.

Ball Park will measure success by consumer awareness and reach to their target audience, said Alt.

“We've spent the past four years building brand equity for Ball Park as a ‘guy food' and a part of ‘guy time,'” he explained, “and with the new ‘Men. Easier Fed than Understood' campaign,' we're able to build upon the equity the brand has established and take what is already an iconic brand to the next level.”

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