OSCAR MAYER :: KEEP IT OSCAR
Ask anybody about Oscar Mayer and they’ll likely burst into the I want to be an Oscar Mayer Wiener song or proclaim their love for the Wienermobile. These are all beloved relics of Oscar Mayer’s past. The challenge we faced was, how do you bring this iconic brand into the future?
To help them to rebuild and modernize for today's consumer, we first looked at what worked so well historically. From there, we developed a completely new brand platform and brand refresh that stayed true to their DNA. The new positioning, Keep it Oscar, is an attitude and invitation to find the fun in life with a delightfully odd, unexpected approach. Much like a 30 foot wiener rolling down the street.
:15 and :05 spots
Part of Keeping it Oscar is intentionally working with a wide variety of creative partners so that every time new work comes out, it’s always fresh and a little bit unexpected. Even though the visual styles are constantly changing, the approach of finding the fun in the everyday and looking at it a little bit differently (through the love of meat) remains the same.
Digital OOH
Tik Tok
Making its first ever debut on Tik Tok, Oscar Mayer encouraged the world to sing it loud and sing it YUM with a bespoke edit for Tik Tok’s environment. With over 80 million views and more than 750k likes, general consensus was, it “slapped”. The other :15s are holding strong as well with Dancing bacon at over 20 million views, Turkey Record at over 12 million views and Sandwich Bed with a cool 2 million.
Banners
Banners. The biggest waste of a space. That is, until a sandwich the side of a house or a miniature deer grazing next to a hot dog pops up on your site and you smile in spite of yourself. Keep it Oscar. Even on a banner.
JOHANNES LEONARDO, CREATIVE DIRECTOR
PRESS
• Adage: [Kraft Heinz ranks #4 on AdAge Marketer’s of the Year] Kraft Heinz Is Staging Quite A Comeback
• Adage: [Editors Pick] Johannes Leonardo defines ‘Oscar’ in New Ads for Oscar Mayer
• Adage: How Kraft Heinz Is Renovating Oscar Mayer And Other Older Brands
• Adweek: Oscar Mayer’s Wienermobile Served As Inspiration For The Brand’s Refresh
• Marketing Dive: Oscar Mayer Introduces Extensive Brand Refresh With Pop-Art Ads
• Marketing Dive: CPG Brands Ditch Domestic Tropes For Culture-Led Marketing.
• USA Today: Oscar Mayer Products To Get New Look And The Wienermobile Is Part Of The ‘Keep It Oscar’ Campaign
• Little Black Book: Johannes Leonardo “Keeps it Oscar” in Agency’s First Campaign for Oscar Mayer
• Deli Market News: Oscar Mayer Refreshes Brand
• Agency Spy: Friday Stir
• Food Dive: Oscar Mayer Introduces Extensive Brand Refresh
• Reel 360: Johannes Leonardo’s First Oscar Mayer Work
• Reel 360: Keep It Oscar: Brand Goes Full-On Pop Art in New Work
• Packaging Strategies: Oscar Mayer Rebrands…
• MeatingPlace: Oscar Mayer Launches Extensive Brand Refresh
PARTNER CREDITS
SANDWICH BED: Director: Kyle Sauer at Neighborhood Watch, Editor: Matt Badger at Whitehouse, Color and VFX: Carbon (Colorist: Aubrey Woodwiss), Music: Barking Owl
LASER EYES: Director: Kyle Sauer at Neighborhood Watch, Editor: Matt Badger at Whitehouse, Color and VFX: Carbon (Colorist: Aubrey Woodwiss), Music: Barking Owl
SANDWICH GHOST: Illustration and Animation: Tracey LaGuerre with MPC, Music: Barking Owl
TURKEY RECORD: Directors: Adeena Grubb and Andy Biddle with Rowdy Limited, Puppeteer: Andy Biddle, Music: Barking Owl
YUM CHOIR: Director: Calmatic with Prettybird, Editor: Kyle Brown at Exile, Color: Ricky Gausis at MPC, Music: Walker
DANCING BACON: Directors: Adeena Grubb and Andy Biddle with Rowdy Limited, Puppeteer: Andy Biddle, Music: Barking Owl
PICK ME: Design and Animation: Made By Radio, Music: Barking Owl
BANNERS: Photographer: The Voorhes, Banner Development: We Are Volume