Hormel knows that America is a nation of passionate chili lovers, and their new Chili Nation campaign celebrated those who proudly wear that love on their sleeves, collars and faces. They looked to Zócalo Group to launch the campaign on social by leveraging that love to get fans talking from coast to coast.
Through social listening, we uncovered thousands of ways impassioned fans were customizing their chili—but it soon became clear no brand was dominating the conversation.
We wanted to celebrate the entire nation by launching 50 States of Chili—a Facebook activation that geo-targeted fans across the US to play up their state’s unique spin on chili.
Fans within each state were asked to share which ingredients they would pair with Hormel Chili. From there, we created a Facebook gallery for fans to view custom content and engage with other state-specific recipes. This effort allowed us to reach chili lovers on a personal level by building on their love of home AND their love of chili.
It wasn’t long before state debates began to rage and fans’ love for their style of chili shined across social.
engagements generated in one month
click-through rate (twice the industry average)