Dive Brief:
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Hormel has launched a series of virtual reality marketing videos that advertise the company's bacon products, Internet Retailer reported.
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Consumers can use their smartphone and a Google Cardboard VR headset to access the videos, which are just under five minutes long, and then add the bacon product to their cart after.
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Hormel has branded its VR experience as "The Black Market," a reference to the company marketing its bacon products as "black label" to align with consumers' premium meat demands.
Dive Insight:
Hormel is the latest of many food and beverage manufacturers to employ virtual reality in their marketing campaigns. While no campaign is a guaranteed success, Post Holdings' Pebbles brand did recently report sales growth for the quarter after it launched its own VR campaign.
Using VR for its "black label" bacon products, rather than a non-premium product like Spam, seems fitting. VR is a fast-growing technology in the digital marketing space, and tends to better align with more elevated flavor profiles and product segments.