The Oscar Mayer brand is rolling out an advertising campaign to support the launch of Oscar Mayer Selects, a complete line of meats that have no artificial preservatives. The humorous and contemporary campaign, “It’s Yes Food,” marks a new direction for the Oscar Mayer brand as it aims to reach new consumers.
“It’s Yes Food” includes multiple TV, print and digital executions to support the new Oscar Mayer Selects line of Hot Dogs, Cold Cuts and Bacon.
The campaign, developed by mcgarrybowen in Chicago, uses relatable examples to show how the word, “no,” is often the sensible thing to say. Whether making decisions about friending a wildly unstable ex, or blogging your true feelings about co-workers, the creative executions 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.[ Also Read: Real Women to Appear in Dove Ads ]
“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 & Advertising at Oscar Mayer.
In the multi-spot television campaign, the Oscar Mayer brand is holding a mirror up to real family life by following one family – the Mayer Family – through a series of funny, realistic experiences.
In their house, just like in many others, the mom has to say “no” to a lot of things such as allowing her husband to wear skinny jeans or son to keep a reptile as a pet. “No” is said each and every day in this family’s house and, at the end of each spot, they find relief when they can say “Yes” to Oscar Mayer Selects Cold Cuts, Hot Dogs and Bacon. Three television spots will air on tonight’s episode of Modern Family on ABC and the creative will continue to run through September 2012.
In addition to the television spots, there are four print ads and an assortment of digital executions that will roll out this month. The print ads will launch in a combination of food, entertainment and lifestyle magazines and run through October 2012.