Ball Park® Brand Salutes Grilling Season With New National Ad Campaign "So American You Can Taste It

Ball Park^®Brand Salutes Grilling Season With New National Ad Campaign "So American You Can Taste It"

New Campaign from Y&R New York Celebrates Ball Park brand as an Iconic, Grill-Worthy and Great-Tasting Brand for Good Times

CHICAGO--(BUSINESS WIRE)-- When one thinks of great American icons, the list includes the Lincoln Memorial, Mount Rushmore, baseball...and Ball Park^® Franks. Ball Park brand, the maker of America's number one selling beef hot dog*, announced today the launch of a new national advertising campaign, So American You Can Taste It. The newcampaign created by Y&R NY celebrates the enjoyment of biting into a perfectly-grilled, juicy Ball Park Frank while paying tribute to the Ball Park brand, a brand born in the American ballpark and raised to be an essential part of all-American grill outs and gatherings.

The initial launch of the new Ball Park brand creative will debut today with a :30 second version of the television spot airing nationally, as well as in markets across the country, featuring Ball Park Angus Beef Franks. Additional television spots highlighting Ball Park brand's portfolio of products are scheduled to roll out over the course of the next few months. In addition to national television spots, the new multi-level marketing campaign will feature print, digital, social media, in-store activations and public relations.

The first of the new advertising spots for the new campaign features a patriotic spokesperson biting into a Ball Park Angus Beef Frank at grill outs in front of classic American landmarks like the Lincoln Memorial, Mount Rushmore, and at center field during the middle of a baseball game. In a light-hearted tone, our spokesperson enjoys a juicy Ball Park Angus Beef Frank while declaring that, 'America is the land of the free and home of the mouthwatering Ball Park Frank.'

"There's nothing more American than enjoying a tasty, grilled hot dog that's made with 100% beef during the summer grilling season and our new advertising celebrates this great American tradition in a fun and lighthearted manner," said Timothy Smith, Vice President of Marketing, Ball Park brand. "The new creative showcases Ball Park brand as an icon of great-tasting grill-worthy food that's essential for making these grilling occasions even better, while also paying tribute to the brand's heritage - a brand born in the American ballpark."

TV:

"So American: Angus" (:30)

• "Angus" opens with a man standing in front of a red, white and blue patriotic background. The scene suddenly skips to an American ballpark, where the man is grilling Ball Park Angus Beef Franks in the center of the field. Chaos quickly ensues before the scene jumps to the man standing outside historic landmarks like The Lincoln Memorial and Mount Rushmore with his grill, enjoying juicy Ball Park Franks made with 100% Angus Beef.

"We are thrilled to launch our first work for Ball Park brand," said James Caporimo, Executive Creative Director, Y&R NY. "It's such a fun and iconic brand and we wanted the creative to align with the great times that come along with enjoying a delicious Ball Park Frank."

About Ball Park brand

The Ball Park brand was launched in 1957 in response to a request from the owner of the Detroit Tigers baseball team. The Ball Park Frank was such a success, it was expanded nationally. Today, Ball Park products can be found in supermarkets, convenience stores and at Detroit's Comerica Park. For more information, visit www.ballparkbrand.com.

About The Hillshire Brands Company

The Hillshire Brands Company (NYS: HSH) is a leader in meat-centric food solutions for the retail and foodservice markets. The company generated approximately $4 billion in annual sales in fiscal 2012 and has approximately 9,500 employees. Hillshire Brands' portfolio includes iconic brands such as Jimmy Dean, Ball Park, Hillshire Farm, State Fair,Sara Lee frozen bakery and Chef Pierre pies, as well as artisanal brands Aidells and GalloSalame. For more information on the company, please visit www.hillshirebrands.com.

About Y&R

Y&R is one of the leading global marketing communications companies. It is made up of the iconic Y&R Advertising agency and VML, one of the most highly regarded and fastest-growing digital agencies in the world. Y&R has also integrated iconmobile, market leader in mobile business solutions and mobile marketing, into VML. Y&R includes specialized companies in every region, such as Bravo, Kang & Lee, SicolaMartin, Banner, to name just a few, as well as global marketing practices, such as Tech.YR and Y&R Sports Group. Y&R's founder, Raymond Rubicam, believed that the company's mission was to Resist the Usual on behalf of our clients. Today, that is kept alive by melding top-flight creativity with innovation to create new consumer experiences. Y&R's largest agency, Y&R Advertising, has 186 offices in 90 countries around the world, with clients that include, Campbell's Soup Company, Colgate-Palmolive, Danone, Virgin Atlantic, Xerox, Revlon, GAP, Land Rover, LG and Telefonica, among many others.

* Source: Based on IRI Dollar Sales data, Total U.S. FDMx + Wal-Mart, 52 week period ending April 28, 2013.

Hillshire Brands
Ashley La Croix, 312-614-8732
or
MWW
Amanda Murphy, 201-806-3139
or
Y&R
Jordana Altman, 212-210-3715

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