Momvertisng Opps: Jennie-O launches campaign, releases new packaging (Score 20)

News: Jennie-O Turkey recently launched a campaign called "The Queen of Protein."

  • The campaign includes 15-, 30-, and 60-second spots.
  • It is being supported through programmatic video, CTV, Facebook, Instagram, and Pinterest ads. 
  • Jennie-O's creative AOR, BBDO Minneapolis, created the campaign. 
  • The brand released updated packaging alongside the campaign. 

Jennie-O's target demographic: Millennial and Gen-X women (moms/primary shoppers).

Jennie-O is likely to:

  • Commit extra budget toward marketing over the next few months, so get in touch soon to offer last-minute campaign ad space. 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • YTD spend: Jennie-O has not allocated any budget toward national TV ads since spending $29.5k in 2020. 
  • 2020 ad programming: It placed ads during programming such as Good Morning America, Supernatural, CBS This Morning, and The Big Bang Theory

Digital and social insights (digital ad spend, effectiveness, impressions, and performance

  • YTD spend: Jennie-O spent around $604.7k on digital display ads YTD, a huge increase from $17.6k spent in this channel during the same time period of 2021. 
  • YTD data: 85m impressions via Facebook (57%), Instagram (31%), desktop display (7%), and mobile display (4%). 
  • Last year: Full-year spend equaled $633k in 2020 and $691.7k in 2021. 
  • Ad location: It placed 96% of these ads directly onto sites such as,,,, and It placed 4% of these ads through multiple indirect channels onto sites such as,,,, and  

Current agency roster:

  • BBDO Minneapolis: creative AOR
  • PHD Chicago: media buying & planning

Resources:  broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.