Hormel partnered with ESPN to spotlight a truth fans already knew: sometimes, the snacks are the main event. “Here for the Snacks” embraced that insight—validating the snack-first sports viewer and positioning Hormel’s diverse brand lineup as the go-to for game-day flavor.
We collaborated with ESPN’s internal talent and crew to create a flagship TV spot—part game-day anthem, part snack manifesto. Shot on location with real ESPN personalities, the spot followed a snack-first logic: turning recipes into play calls and casting Hormel brands as the game’s MVPs.
From there, we extended the campaign into digital content: playbook-style recipe videos styled like post-game analysis, and a physical Snack Playbook sent to influencers and press. The entire campaign was structured like a season—anchored in football, but expandable to every sport moment worth snacking through.
This collaboration brought together two category leaders—ESPN in sports and Hormel in snacks—to create a unified voice. It set the stage for seasonal extensions and proved that when it comes to showing up hungry, there’s a playbook for that.
GCD: Brock Davis
ACD: David Valento
