The campaign from Omnicom Group's BBDO, Minneapolis, humorously features baby-boomer parents oddly reinventing themselves (as rock stars in one spot). It points to Dinty Moore as the food to eat "when you need a balanced meal in an unbalanced world." The agency declined to comment on spending, estimated at $6 million.
"This is the beginning of a new wave to reach out to younger, more `today' consumers," said VP-Marketing Larry Vorpahl. After all, he said, consumers today don't know how to cook, and Hormel has a variety of options.