MADISON, Wis. — The Oscar Mayer brand is rolling out one of the largest advertising campaigns in the brand's history to support the launch of Oscar Mayer Selects, the first nationally available complete line of meats that have no artificial preservatives. The humorous and contemporary campaign, "It's Yes Food," marks a new direction for the Oscar Mayer brand as it aims to reach new consumers.
"It's Yes Food" includes multiple TV, print and digital executions to support the new Oscar Mayer Selects line of Hot Dogs, Cold Cuts and Bacon. The campaign marks the first time, in more than 20 years, that more than one category will be showcased in a TV spot and the first time multiple Oscar Mayer product categories will be featured in online banners.
The campaign, developed by mcgarrybowen in Chicago, uses highly relatable examples to show how the word, "no," is often the sensible thing to say. Whether making decisions about friending a wildly unstable ex, or blogging your true feelings about co-workers, the creative executions amusingly establish the prevalence of the response, "no," in daily life; then, show how easy it is to say, "Yes," to the great taste of Oscar Mayer Selects that have no artificial preservatives.
According to the Landor Brand Health Update BrandAsset® Valuator, the Oscar Mayer brand has become increasingly differentiated from its competition over the last five years. Consumers find the Oscar Mayer brand to be more relevant, authentic, distinctive and straightforward. This change is particularly significant and can be traced to the brand's recent marketing efforts and new products.
"We know that 'no artificial preservatives' is an important attribute to consumers and, by launching Oscar Mayer Selects, we can reach new consumers by meeting this consumer need," said Tom Bick, Director, Marketing Communications & Advertising at Oscar Mayer. "We're now poking fun at the messy, imperfect moments experienced daily as we struggle to make better choices. This allows us to show that Oscar Mayer Selects is an easy and delicious choice when it comes to breakfast, lunch or dinner."
In the multi-spot television campaign, the Oscar Mayer brand is holding a mirror up to real family life by following one family – the Mayer Family – through a series of funny, realistic experiences. In their house, just like in many others, the mom has to say "no" to a lot of things such as allowing her husband to wear skinny jeans or son to keep a reptile as a pet. "No" is said each and every day in this family's house and, at the end of each spot, they find relief when they can say "Yes" to Oscar Mayer Selects Cold Cuts, Hot Dogs and Bacon. Three television spots will air on tonight's episode of Modern Family on ABC and the creative will continue to run through September 2012.
In addition to the television spots, there are four print ads and an assortment of digital executions that will roll out this month. The print ads will launch in a combination of food, entertainment and lifestyle magazines and run through October 2012.
To view the new television spots, visit www.youtube.com/OscarMayer. For more information about Oscar Mayer Selects, visit www.OscarMayer.com.
ABOUT KRAFT FOODS
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company's iconic brands – Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction is expected to be completed before the end of 2012. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.
Source: Oscar Mayer