Oscar Mayer (Kraft Foods) needed to reposition and put cold cuts and processed meats into a new light so we would reconsider this “food”. Rightfully so, people are concerned with what goes in to a meat product that has a consistent appearance and nice even slices. The muscle tissue of animals don’t naturally look that way- guaranteed.
Paraphrased from AdAge: “To win those customers back, Oscar Mayer has launched a new line of cold cuts, Oscar Mayer Selects, which will be promoted as having “no artificial preservatives” in a campaign that Kraft said is among the biggest ad efforts in the history of Oscar Mayer, a brand dating to the late 1800s.”
That’s a big move and worth taking note of.
This tv spot – done by Dentsu’s McGarryBowen – is super strong.http://bcove.me/glmy448f