Oscar Mayer Selects launches new ad campaign
May 2, 2012
MADISON, Wis. – Oscar Mayer relays it is rolling out one of the largest advertising campaigns in its brand's history to support the launch of Oscar Mayer Selects – which is being billed as the first nationally available complete line of meats that have no artificial preservatives.
The new campaign ("It's Yes Food"), which was designed to be humorous and contemporary, marks a new direction for the Oscar Mayer brand as it aims to reach new consumers, according to a news release.
The new campaign includes multiple TV, print and digital executions to support the new Oscar Mayer Selects line of Hot Dogs, Cold Cuts and Bacon. This 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.
Oscar Mayer explains the campaign, developed by mcgarrybowen in Chicago, uses highly relatable examples to show how the word, "no," is often times the sensible thing to say. The executions attempt to amusingly establish the prevalence of the response, "no," in daily life; then, show how easy it is to say, "yes" to the taste of Oscar Mayer Selects that have no artificial preservatives.
Over the last five years, the Oscar Mayer brand has become increasingly differentiated from its competition, according to the Landor Brand Health Update BrandAsset Valuator. Consumers reportedly find the Oscar Mayer brand to be more relevant, authentic, distinctive and straightforward.
"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 and 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."
To view the new television spots, visit www.youtube.com/OscarMayer. For more information about Oscar Mayer Selects, visit www.OscarMayer.com.