Case Study: Hormel achieves nationwide social engagement and a 2.5% CTR with Zocalo Group's 50 States of Chili Facebook activation

Hormel - Customer Case Study

Hormel wanted to amplify its Chili Nation campaign and spark coast‑to‑coast social conversation around passionate chili fans, so they engaged Zocalo Group to launch the initiative on social. Social listening showed thousands of personalized chili variations but no single brand leading the conversation, creating a challenge to drive meaningful, localized engagement.

Zocalo Group built the "50 States of Chili" Facebook activation, using geo‑targeting and state‑specific galleries to invite fans to share local ingredient pairings and debate regional styles. The campaign reached 866,000 people, generated 25,300 engagements in one month, delivered 1,992,000 impressions, and achieved a 2.50% click‑through rate—twice the industry average.

Hormel