The makers of Hormel Natural Choice deli meats announced on April 18 the launch of the Good Feeds Us All national advertising campaign, created to inspire people to choose good whether it's in the food they eat or the actions they take.

The campaign is built on the premise that there can never be too much good in our world, and encourages others to not only celebrate good, but let good guide the choices we make. To bring this to life, the heartwarming spot tells the story of a young boy learning sign language to connect over lunch with a deaf classmate.

"Whether it's choosing no artificial ingredients and no artificial flavors, or choosing to be more imaginative, generous, kind or loving, there can never be too much good in our world," said Beth Fehrenbacher, senior brand manager for Hormel Natural Choice deli meats. "Through this spot, and in the continuation of this campaign, we seek to support the good people do in their communities, and the connections we can all make."


To do just that, the brand will incorporate a Good Feeds Us All national tour, designed to put a spotlight on individuals and organizations who have made it their mission to choose good. The tour will kick-off this summer at the Minnesota State Academy for the Deaf and includes a feature story with the nonprofit Be Strong and its We Dine Together program, a student-led movement aiming to provide a proactive and comprehensive solution to schools and communities by creating a more inclusive world. Dates and additional tour stops will be announced shortly.

The campaign, developed in collaboration with BBDO Minneapolis, includes 15- and 30-second spots airing on national television as well as select digital and social channels. Media planning and buying was done by PHD Worldwide.

For more information on Hormel Natural Choice products or to view the spot, visit