Kraft Brand Launches its Largest Ad Campaign

The Oscar Mayer brand is rolling out one of the largest advertising campaigns in the brand's history to support the launch of Oscar Mayer Selects, the first nationally available 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 marks the first time, in more than 20 years, that more than one category will be showcased in a TV spot and the first time multiple Oscar Mayer product categories will be featured in online banners.

 

"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," says Tom Bick, director, Marketing Communications & Advertising at Oscar Mayer. "We're now poking fun at the messy, imperfect moments experienced daily as we struggle to make better choices. This allows us to show that Oscar Mayer Selects is an easy and delicious choice when it comes to breakfast, lunch or dinner."

 

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 amusingly establish the prevalence of the response, "no," in daily life; then, show how easy it is to say, "Yes," Oscar Mayer Selects that have no artificial preservatives.