Jennie-O Turkey Store Partners with NBC's Prime-Time Hit "The Biggest Loser"
Sep 19, 2007
Exclusive Brand Returns for a Second Successful Year
WILLMAR, Minn. – Jennie-O Turkey Store is partnering with NBC’s “The Biggest Loser”(Tuesdays, 8p.m. ET beginning September 11) for the second year as the show’s exclusive protein brand, offering healthy meal options for the 18 competitors in the popular weight loss series.
One of the highest rated prime time shows for the network, “The Biggest Loser” drew 8 million viewers last season and this year will feature new host Alison Sweeney (“Days of our Lives”) and the return of trainer Jillian Michaels. For the first time ever, contestants include twin brothers, a Hurricane Katrina survivor and the oldest contestant in Biggest Loser history. Jennie-O Turkey Store® Extra Lean Ground Turkey will be among the products prominently featured throughout the season.
“We have had great success partnering with NBC’s The Biggest Loser,” says Cris Eide, Retail Marketing Director at Jennie-O Turkey Store. “Our products offer a lean, versatile meal option that complements the show’s emphasis on a balanced, healthy lifestyle.”
Additional support for the show’s partnership will include on-pack advertisement of Jennie-O Turkey Store’s participation in this season’s “The Biggest Loser” on 6 million packages of Lean and Extra Lean Ground Turkey. Links to the “The Biggest Loser” website will stem from a new microsite housed on the Jennie-O Turkey Store brand website, www.jennie-o.com. Jennie-O will also be directly communicating with over 225,000 on-line subscribers to The Biggest Loser Club (www.biggestloserclub.com,) with specific recipe ideas for Jennie-O® products.
The “The Biggest Loser” featuring Jennie-O® as the lean protein of choice, will air in this fall’s prime time line-up on NBC, Tuesdays (8/7c).
About Jennie-O Turkey Store
Jennie-O Turkey Store, Inc., based in Willmar, Minn., is a wholly owned subsidiary of Hormel Foods Corporation (NYSE:HRL) and one of the largest turkey processors and marketers in the world. Jennie-O Foods, Inc., acquired by Hormel Foods in 1986, was united with The Turkey Store Company in 2001 to create the industry-leading processor and marketer of traditional and value-added turkey products for the retail, foodservice and deli markets.
Offering an array of high quality fresh, frozen, refrigerated and deli turkey products, Jennie-O Turkey Store produces more than 1,300 items, distributing its products throughout the United States and 26 countries. With corporate offices in Willmar, Jennie-O Turkey Store currently employs 7,000 people throughout the United States. For additional information, visit the Jennie-O Turkey Store Web site at www.jennieo.com.
About “The Biggest Loser”
"The Biggest Loser" is a production of Reveille LLC, 25/7 Productions and 3 Ball Productions. Ben Silverman (NBC's "The Office," "Ugly Betty"), Dave Broome ("A Model Life with Petra Nemcova," "Tsunami Aid: A Concert of Hope"), JD Roth ("Age of Love," "Beauty and the Geek"), Todd A. Nelson ("Unan1mous," "Beauty and the Geek") and Mark Koops ("Blow Out," "Shear Genius") serve as executive producers.