In 1935, Dinty Moore® beef stew was introduced to America in a big, bold blue-and-white can. No one could have predicted the product popularity that would follow. Dinty Moore® beef stew was soon flanked by a whole variety of hearty flavors.

More than 70 years later, Dinty Moore® beef stew is the #1 selling stew in the nation, and the Dinty Moore® brand is still a staple in the American cupboard. The name means much more than just beef stew; it’s a convenient, satisfying meal in minutes.

And now it’s even easier to enjoy Dinty Moore® stew because it comes in microwaveable bowls, cups and trays. Dinty Moore® stew also meets the needs of healthy shoppers because it has no preservatives and only 240 calories per eight-ounce serving.

If your appetite isn't dainty, look for Dinty Moore® Big Bowls. These 15-oz. microwaveable bowls come in five tasty flavors and will satisfy the heartiest of appetites.

History

Many of the images associated with the Dinty Moore brand further communicate the Americana and rugged elements of the brand. This includes iconography of flannel and classic American colors of red, white and blue. The taste and smell are familiar and remind a consumer of classic meat and potato home cooked meals.

Brand Values

American

Traditional

Wholesome Practical

Core Brand Value

Simple Comfort

©Hormel Foods

Target & Perceptual FrameworkThese are the men who work hard and have a strong work ethic. They are practical, direct, open and honest. They have a strong sense of community and are loyal to friends and family. Blue collars also have a strong sense of camaraderie with co-workers and have an us versus them mentality towards authority and government. This audience mostly interacts with this brand as an easy meal solution or as a great travel food for camping and hunting trips.

This group typically does not have the time to cook or the know-how. Often, they need a hearty meal that is more satisfying than a soup or frozen meal. They also need quick and easy meal solutions. This target is skews male and has a lower income bracket. They rely on Dinty Moore as an easy way to have mom’s home cooking.

User ExperienceEmotional RewardsThe strongest emotional award is the warm feeling of having a home-cooked meal. No matter where, or when the consumer eats Dinty Moore, the taste and feeling is familiar and comforting.

User Experience

While at home, users typically warm the stew on the stove. This further enhances the feeling of having a home cooked meal. For those that eat Dinty Moore at work, they are typically eating the microwaveable meals that are ready in 90 seconds.

Consumer ValueReputation

Dinty Moore provides wholesome and hearty meals. As a brand of Hormel Foods, they have a longstanding reputation for delivering quality and taste in easy meal solutions.

Experience

Relationship

Symbolic

The relationship with Dinty Moore gives consumers a sense of nostalgia and warmth. This helps to comfort consumers as they are usually eating these meals alone or in the outdoors.

Since the meal is so easy to prepare, the experience is unrefined, just like the people who prepare them. It is easy, simple and straightforward. These men are able to enjoy a hearty meal with little investment.

Dinty Moore symbolizes Americana and the everyday man. It is the brotherhood of Americans who work hard and appreciate the simplicity of life.

PositioningA meal that works as hard as you do.

Core MessagingYou ain’t Dainty.

That’s why there’s Dinty.TM

Brand StoryAnnouncer: Welcome back. Today we are discussing the human character and how an honest man was able to overcome all the odds. Dicky Reynolds is a loyal man who lives in rural Georgia. He is a strong family man who works hard at the local factory over 40 hours a week. When not at work, he enjoys outdoor activities including hunting, fishing and camping. On a recent “boy’s weekend” hunting trip to the Appalachian mountains, Reynolds and two of his dear friends were faced with the reality of death. Please welcome our dear friend, Dicky Reynolds.

Hello Dicky, welcome to the show.

Reynolds: Thank ya. It’s a sure good pleasure to be her taday.

Announcer: My dearest condolences that your friends could not join us today.

Reynolds: Thank ya agin. They are great friends and the docs say that they will be out in a few weeks.

Announcer: I know this must be hard for you.

Reyonlds: Of course it is.

Announcer: Can you tell us about your recent trip?

Reynolds: It was durin our recent huntin trip up the mountin. I gots me an ole mountain house up in dem woods. Evry Christmas, we go out and hunt for a big buck to bring home for dinner. It was gettin late and we hadn’t found that perfect buck. The snow was pickin up agin.

Announcer: Go on. You’re doing great.

Reynolds: We were hiking back to the cabin when outta nowheres the snow startin comin down the mountin. I ain’t never been in an avalanche before. Before we knew it, we was covered in a mound of thick snow. The three of us was under over ten feet of hard snow. We started diggin. After a good six hours of diggin, we was real tired but we finally found the surface.

Brand Story (cont.)Announcer: Welcome back. Today we are discussing the human character and how an honest man was able to overcome all the odds. Dicky Reynolds is a loyal man who lives in rural Georgia. He is a strong family man who works hard at the local factory over 40 hours a week. When not at work, he enjoys outdoor activities including hunting, fishing and camping. On a recent “boy’s weekend” hunting trip to the Appalachian mountains, Reynolds and two of his dear friends were faced with the reality of death. Please welcome our dear friend, Dicky Reynolds.

Hello Dicky, welcome to the show.

Reynolds: Thank ya. It’s a sure good pleasure to be her taday.

Announcer: My dearest condolences that your friends could not join us today.

Reynolds: Thank ya agin. They are great friends and the docs say that they will be out in a few weeks.

Announcer: I know this must be hard for you.

Reyonlds: Of course it is.

Announcer: Can you tell us about your recent trip?

Reynolds: It was durin our recent huntin trip up the mountin. I gots me an ole mountain house up in dem woods. Evry Christmas, we go out and hunt for a big buck to bring home for dinner. It was gettin late and we hadn’t found that perfect buck. The snow was pickin up agin.

Announcer: Go on. You’re doing great.

Reynolds: We were hiking back to the cabin when outta nowheres the snow startin comin down the mountin. I ain’t never been in an avalanche before. Before we knew it, we was covered in a mound of thick snow. The three of us was under over ten feet of hard snow. We started diggin. After a good six hours of diggin, we was real tired but we finally found the surface.

Brand Story (cont.)Announcer: Can you tell me more about your physical condition when you reached the surface?

Reynolds: Well, we was real tired. Billy and Chuck was feelin real weak. As a matter of fact we’s all was. It was bitter cold and Billy was sayin that he was havin a hard time feelin his toes and fingers. We was too tired to make the hike back to the cabin, so we knew we’d be trying to stay warm and make it through the night.

Announcer: What did you do to survive the night?

Reynolds: Well, that’s interestin. Chuck had him some matches and I had two cans of Dinty Moore beef stew. Me and Chuck left Billy behind to find some dry wood to make a fire to keep warm through the night. We’s was able to find some and a small tree for shelter. After we started the fire, we threw my two cans of Dinty Moore on.

Announcer: Dinty Moore?

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