Oscar Mayer introduces in depth model refresh

Dive Transient:

  • Oscar Mayer, the 138-year-old packaged meals label owned by Kraft Heinz, is enacting an in depth model overhaul that emphasizes unity and light-hearted, summary enjoyable, based on particulars shared with Advertising and marketing Dive.
  • The transfer features a transforming of Oscar Mayer’s brand, packaging and property like its Wienermobile car. A marketing campaign referred to as “Hold it Oscar” — the model’s first main effort with inventive company of report (AOR) Johannes Leonardo — promotes the adjustments by adverts that attempt to seize a pop-art vibe.
  • Oscar Mayer is extending the experimental mindset to its media technique with GIFs and its first five-second TV adverts. The packaged meals marketer joins others within the class which can be making an attempt to modernize their picture to attraction to a broader client base.

Dive Perception:

Oscar Mayer is making an attempt to deliver a stronger sense of cohesion and modernity to its model by the “Hold it Oscar” platform. The overhaul goals to raised hyperlink varied elements of the Kraft Heinz label’s property whereas remaining uncomplicated, with packaging that extra prominently options its “by no means sq.” brand and Wienermobile iconography. Branding company BrandOpus assisted with the design choices.

A extra forward-thinking strategy is mirrored within the media technique for “Hold it Oscar.” Oscar Mayer is deploying mobile-minded codecs like GIFs together with short-form TV and on-line video adverts. The inventive itself is extra centered on speaking a vibe than telling a conventional story. A spot titled “Laser Eyes,” operating in five- and 15-second variations, reveals a toddler levitating and cooking an Oscar Mayer wiener utilizing superpowers. One other advert, “Dancing Bacon,” depicts precisely what its title implies.

“Our fast hit, delightfully odd ‘meat content material’ unites the OM portfolio, breaking away from conventional business promoting with nearly no narratives or explanations and leaving the viewer with the entire humorous elements they crave,” mentioned Rachel Frederick, inventive director at Johannes Leonardo, in a press assertion.

Johannes Leonardo took over inventive AOR duties for Oscar Mayer and sister manufacturers Kraft Macaroni and Cheese and Kraft Singles in January. The store additionally handles the Bagel Bites, Classico Pasta Sauce, Ore-Ida and Velveeta Cheese accounts, per AgencySpy.

Kraft Heinz is making an attempt to revitalize its legacy choices and lengthen a gross sales enhance pushed by the pandemic, which led many shoppers — together with elusive younger cohorts — to purchase extra packaged meals manufacturers they’d beforehand shunned. As an financial restoration and reopening begin to take form, extra progressive branding might assist preserve labels like Oscar Mayer prime of thoughts.

Failing to maintain client curiosity in choices like Oscar Mayer presents an existential drawback for Kraft Heinz. The corporate wrote down the worth of its Kraft and Oscar Mayer manufacturers by $15.4 billion two years in the past.

Kraft Heinz plans to avoid wasting about $2 billion in prices over the subsequent a number of years by streamlining its operations, together with by the creation of six platforms managing its merchandise and reducing one-fifth of its merchandise, based on Insider. The corporate experiences its first-quarter outcomes on Thursday, April 29.

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