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Oscar Mayer
Recasting Oscar Mayer for Real Life

RAN IN: United States

CLIENT
Kraft Foods

Jane Hilk - SVP, Oscar Mayer Mktg.
Tom Bick - Sr. Director, Integrated Mktg. Comm. & Advt.
Sarah Jones - Brand Manager, Oscar Mayer

AGENCY
mcgarrybowen *Lead Agency

Tim Scott - CEO, International, President, Chicago
Ned Crowley - CCO
Paul Janas - Group Creative Director
Shawna Ross - Group Planning Director
Tom Smith - Acct. Managing Director


360i *Lead Agency

Aaron Mosher - Creative Director
David Yankelewitz - Creative Director


Olson


Starcom MediaVest Group


SUMMARY

If you ask anyone over 30 about Oscar Mayer, the first thing they say is My bologna has a first name. It's O-S-C-A-R, a relic from the iconic 70s jingle that was keeping the brand firmly stuck in the past. In order to shed our overly sweet kiddie association, we needed to GET REAL. We created our own contemporary and relatable family sitcom, sent a man cross-country with nothing but bacon to barter, and hammered home real product news. The results: unprecedented perception shifts that successfully modernized the brand.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Social Networking Applications,Print,Not Applicable

Audience: Boomers (45+),Families,Fathers,Men,Mothers,Women

Objectives: Change brand image

Type: Business-to-Consumer

Classification: National

Language: English