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Oscar Mayer
The day-after Thanksgiving sandwich, now available every day

RAN IN: United States

CLIENT
Oscar Mayer

Jane Hilk - SVP, Mktg.
Tom Bick - Director, Integrated Mktg. Comm. & Advt.
Tom Lopez - Sr. Director, Mktg.
Erica Rendall - Brand Manager

AGENCY
mcgarrybowen *Lead Agency

Tim Scott - President
Ned Crowley - CCO
Hadleigh Murnick - Acct. Executive
Shawna Ross - Group Planning Director, Strategy
Priya Sanvordeker - Sr. Planner
Rick Thornhill - Acct. Director


360i


Kraft One


Weber Shandwick


SUMMARY

While a beloved American brand, Oscar Mayer is primarily known for bologna and hot dogs, products rooted in the past. In order to advance existing brand perceptions, Oscar Mayer needed to launch something that was more relevant to the way people eat today. Uncovering consumers love for the day-after Thanksgiving turkey sandwich, Oscar Mayer was able to bring the best sandwich of the year to consumers every day. The Oscar Mayer Carving Board launch achieved unprecedented results and set the bar as the best new product launch in company history.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, Print, OOH, PR, Retail Experience, Cinema, Guerrilla, Events

Audience: New Audience

Objectives: Gain trial

Type: Business to Consumer

Classification: National

Language: English