BUTTER Music and Sound Rings Dinner Bell for Hillshire Farm’s Sonic Identity

​BUTTER Music and Sound are the musical masterminds behind Hillshire Farm’s newest sonic identity, as demonstrated in the latest campaign out of the brand, ‘Hillshire Farm is Calling.’ The mnemonic was created by in-house composer Coke Youngblood.

Tasked with creating a new sonic logo for Hillshire Farm, BUTTER executive producer Annick Mayer (West Coast North America) and executive creative director Tim K (Los Angeles) received two requirements: the sound needed to be catchy and serve as a literal call home for customers to enjoy a meal with Hillshire Farm. Annick and her team briefed their composers to elevate the brand's pastoral identity, steeped in Americana, into an auditory shorthand with a "call to action" feel. BUTTER's goal with any mnemonic is to create an effective trigger that cues immediate brand recognition.

Coke Youngblood conceived the new timeless-sounding jingle, understanding the call to action and sense of familiarity the brand sought. His first instinct was to incorporate a dinner bell, taking the CTA towards dinner literally. Noted Coke, "I had my grandmother's dinner bell sitting in my studio, which I had recently been gifted. Being from a big Texan family, it felt like the only right way to get people's attention. Once I had that in, the rest of it wrote itself."

BUTTER has amplified its sonic branding offerings in recent years with resonant mnemonics for Hello Fresh, Liberty Mutual, Mountain Dew’s latest ‘Do the DEW’ sonic logo, Discover, Halo Top, and many more. The news comes on the heels of their international expansion into Canada, increasing their global presence, led by composer David Senecal.