Farmer John Brand launches Hispanic effort.

Clougherty Packing, LLC has launched its first broadcast campaign for its flagship Farmer John Brand since hiring al Punto Advertising of Tustin, Calif. in July 2005. Titled “Catwalk,” the commercials are not necessarily what one would expect from a leading producer of pork products.

According to President and Executive Creative Director, Eduardo Bottger, “We knew that we wanted to run counter-category in order for our advertising to stand out. Most competitors appear to be stuck in a stereotypical groove focusing on very traditional scenes.”

“Catwalk” takes a completely different tack. While putting the products on a pedestal, it focuses on moms as they strut down the fashion show catwalk to the strong beat of techno music, bright flashes of media cameras and enthusiastic audience applause. Each mom features Farmer John products on a serving tray, which brings much praise from the spectators – most notably, her family. An overalls-wearing ‘Farmer John’ himself makes an appearance at the end of the commercials, as if a new designer has been born.

“Latinos represent a very important market for us, particularly when considering our brand strength in California,” said Jeff Frank, Director of Retail Marketing for Clougherty Packing, LLC. “We’re excited to be communicating with Hispanic moms in a more contemporary and relevant way.”

Shot in Lima, Peru, “Catwalk” is airing throughout the autumn in Los Angeles, the brand’s largest market, on Univision, Telemundo and Telefutura, among others. Three TV spots were produced to feature hot dogs, sausage and bacon.