Friday, October 21, 2011

Jennie-O Turkey Store Relieves Itself at World Series

Posted By on Fri, Oct 21, 2011 at 11:30 AM

click to enlarge jennieologo.jpg
When we last heard from Jennie-O Turkey Store in April, the Minnesota-based company (a subsidiary of Hormel Foods) was recalling 55,000 pounds of ground turkey because of possible salmonella contamination.

Did Jennie-O slink into embarrassed obscurity? It did not. The company is back in a big way, airing ads during Fox's broadcast of the World Series.

The ad (for which we scoured the Internet, to no avail) implores consumers to "make the switch" from traditional ground-beef burgers to turkey burgers. It isn't an especially interesting ad, though Gut Check will admit to a rueful smile when it tells consumers to be sure to cook their burgers to 165 degrees Fahrenheit because, well, see the first paragraph.

In truth, we might not have given the ad and Jennie-O Turkey Store a second thought -- the first two games of the series were breathtakingly captivating, after all -- but, then, during last night's game, we realized that not only did Jennie-O buy multiple ad slots, but the company is also an in-game sponsor.

When Tony LaRussa makes one of his many walks to the mound, it is a "Jennie-O Call to the Bullpen."

OK, so the obvious connection is here is Jennie-O's "Make the Switch" campaign, and it's likely only because Gut Check has the sense of humor of a thirteen-year-old boy that this occurred to us. Still, we submit:

Is it really a good idea for a company that recently weathered a contaminated-food scandal to associate itself with such terms as "relief," "relieve" and "reliever"?

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