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Oscar Mayer Refreshes Brand

Oscar Mayer Refreshes Brand

Thursday, April 29th, 2021

From its popular commercials, catchy jingles, and robust presence in the meat case, Oscar Mayer is a brand that has strong roots in American culture and continues to maintain its standing across the grocery aisles. In order to fortify its place in consumers’ hearts and minds, the 138-year-old company announced that it would be debuting a new look and creative platform called “Keep It Oscar” to connect with a new generation of shoppers while still remaining true to its well-known roots.

Sergio Nahuz, President, Meal Foundations and Coffee, Oscar Mayer“Oscar Mayer has been deeply ingrained in American culture since 1883, and while we’re proud of our history, we wanted to give consumers a more modern brand to engage with. But in doing so, it was important to stay true to what’s made this brand such an icon over the years—the ability to spark smiles,” said Sergio Nahuz, President, Meal Foundations and Coffee, for Oscar Mayer. From a disruptive creative campaign, which reflects a wonderfully odd tone and breaks the molds of conventional CPG advertising, to new packaging design, which unites all of our high-quality meats under one uncomplicated look, at every turn we’ll be sparking smiles and reminding consumers not to take life too seriously.”

This new refresh aims to bring the famous meat brand into the modern era, according to a statement from the company.

Oscar Mayer recently unveiled a brand refresh that includes updated packaging and a new creative platform called "Keep it Oscar"

As part of the refresh, Oscar Mayer has updated its logo and revamped its packaging design to feature the brand's iconic logo shape, as well as the Oscar Mayer Wienermobile for the first time ever. The new packaging design was created with the help of branding agency BrandOpus.

Nir Wegrzyn, Chief Executive Officer and Founding Partner, BrandOpus“Oscar Mayer has always held a special place in America’s heart. Our task was to articulate everything that the public knows and loves about Oscar Mayer’s 138-year-old brand story into a unified and distinctive narrative, which, just like our logo, is never square,” said Nir Wegrzyn, CEO and Founding Partner, BrandOpus.The new brand identity celebrates the iconic rhomboid logo with a bold and straightforward design—exemplifying the brand’s uncomplicated approach to meats with a similarly uncomplicated aesthetic. Alongside a bespoke, light-hearted typeface and the elevation of the Wienermobile as a core brand asset, the brand renovation is set to spark smiles and resonate with Oscar Mayer lovers today and tomorrow.”

In addition to the packaging and logo update, Oscar Mayer is launching new bite-sized ads that resemble pop art GIFs under its new “Keep it Oscar” creative platform. The ads were designed by global advertising agency Johannes Leonardo, and reimagines the company’s offerings in a creative new way. In total, there will be four TVC and OLV spots that break traditional molds, debuting TV’s first-ever five-second ad buys.

Rachel Frederick, Creative Director, Johannes Leonardo“Our goal with this campaign was to help Oscar Mayer get back to the light-hearted approach that made it a beloved, iconic brand and modernize it for today's consumer. Keep it Oscar is an attitude and invitation to find the fun in life, born out of the smiles meat brings,” explained Rachel Frederick, Creative Director for Johannes Leonardo. “Our quick hit, delightfully odd meat content’ unites the OM portfolio, breaking away from traditional commercial advertising with almost no narratives or explanations and leaving the viewer with all of the humorous parts they crave. From slices of bacon doing the worm to a choir singing Yum on repeat, we hope that the work inspires unexpected smiles—a nod to what made the Oscar Mayer brand so magical in the first place.”

With life having more serious moments these past few years, Oscar Mayer aims to spark smiles while inspiring shoppers to embrace the company’s tasty lineup.

For more news from across the meat, dairy, and bakery sector, stick with Deli Market News.

Oscar Mayer