{"id":19660,"date":"2021-06-08T20:32:00","date_gmt":"2021-06-09T00:32:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19660"},"modified":"2026-09-15T20:34:39","modified_gmt":"2026-09-16T00:34:39","slug":"aw-throwback-the-dinty-moore-lumberjack","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/aw-throwback-the-dinty-moore-lumberjack\/19660\/","title":{"rendered":"AW Throwback: The Dinty Moore Lumberjack"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Decades before <a href=\"https:\/\/hormel.com\/Brands\/Hormel-Dinty-Moore\" target=\"_blank\" rel=\"noreferrer noopener\">Dinty Moore Beef Stew<\/a> took home the Gold Effie Award for its 20218 \u201cLumberjacks Eat Moore\u201d ad campaign, there was another lumberjack that represented the brand.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/06\/dinty_moore_ad.jpeg\" alt=\"\" class=\"wp-image-13248\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Dinty Moore, which has been steeped in lumberjack roots for over 80 years and is part of the Hormel Foods portfolio, didn\u2019t always have real men featured in its commercials. The earliest <a href=\"https:\/\/www.hormelfoods.com\/inspired\/story\/worth-stewing-about\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dinty Moore lumberjack<\/a> was an animated fellow. He represented the brand in the 1970s and emphasized that savory meals enjoyed at dinner could also make great lunches.<\/p>\n\n\n\n<h3 id=\"h-meet-dinty-moore\" class=\"wp-block-heading\"><strong>Meet Dinty Moore<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/06\/dinty_moore_lumberjack_2.png\" alt=\"\" class=\"wp-image-13250\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Dinty Moore lumberjack began making commercial appearances in the 1970s. He was incredibly tall, blonde, and wore a flannel shirt and hat.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Dinty Moore Beef Stew Animated Commercial (1973)\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/gQQPvy6KGmo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dinty Moore had a penchant for knowing when fellow lumberjacks had already finished their lunches and needed more sustenance to keep them going for the day. He sang a ditty as he approached these lumberjacks, guiding them towards the nourishing, delicious meals he made.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>If your lunch doesn\u2019t last you the whole way through,<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>I\u2019m Dinty Moore with a great beef stew!<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>It makes a good dinner, but I\u2019ve got a hunch,<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Why wait for dinner when you can have it for lunch?<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/06\/dinty_moore_lumberjack.png\" alt=\"\" class=\"wp-image-13249\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Dinty Moore then describes his beef stew to the fellow lumberjack: meat and potatoes simmering in a rich gravy. Then, he gives the lumberjack a bowl of the stew. Dinty Moore has a hunch the logger is going to love it \u2014 and he does!<\/p>\n\n\n\n<h3 id=\"h-the-dinty-moore-thumbprint\" class=\"wp-block-heading\"><strong>The Dinty Moore Thumbprint<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2021\/06\/dinty_moore_ad.png\" alt=\"\" class=\"wp-image-13251\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Every can of Dinty Moore beef stew received its brand mascot\u2019s seal of approval. A fingerprint could be spotted on the top of the can throughout the 1970s. This signaled to audiences that they were enjoying genuine Dinty Moore beef stew and encouraged them to seek out the thumbprint on every can.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By the 1980s, the animated Dinty Moore lumberjack was gone \u2014 a blink and you might miss it mascot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Still, we can\u2019t help but feel like he\u2019s out in the forests somewhere. If you listen carefully and breath in, you can probably smell those batches of stew and hear him humming his jingle for all the lumberjacks\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Decades before Dinty Moore Beef Stew took home the Gold Effie Award for its 20218 \u201cLumberjacks Eat Moore\u201d ad campaign, there was another lumberjack that represented the brand.<\/p>\n","protected":false},"author":26,"featured_media":19661,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - 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