Any positive equity Oscar Mayer historically had as a brand was long gone. So when Oscar Mayer came to us to launch its first masterbrand campaign in decades, we went back to the past to figure out how to move forward into the future.
By looking at their most iconic work, like the Wienermobile and “My Bologna Has A First Name”, we discovered that the brand’s best advertising didn’t look or sound or act like advertising at all. It was created first and foremost to make people smile in simple, unexpected ways. The work was always done with tongue firmly in cheek, never taking the brand too seriously.
