Dive Brief:
- Kraft Heinz brand Oscar Mayer has launched a multi-channel campaign promoting its new Scramblers breakfast product, according to information shared with Marketing Dive.
- “Scramble Your Morning” is debuting across social media, TV, microsites and out-of-home placements in Chicago, among other channels. The campaign is meant to communicate that even busy mornings are enjoyable, with ads that feature brain-teasing puzzles.
- The campaign was created in partnership with Johannes Leonardo with Starcom’s P57 providing support for U.S. media. The product debut and campaign was inspired by the fact that only 23% of consumers eat a full breakfast, per data cited in the release.
Dive Insight:
“Scramble Your Morning” from Oscar Mayer puts a clever twist on the morning bustle. Launching just in time for back-to-school, when many parents look for ways to make the mornings easier, the campaign showcases how the product can make mornings fun through playful brain teasers generated by mixing up letters in creative copy.
“Mornings can be a blur. We wanted to bring a little bit of fun to the scramble by intercepting people during their morning routine and providing them with that quick hit of joy that your brain gives you when you unscramble seemingly unscramble-able sentences. Our copywriting team has developed a formidable muscle for misspelling words in a way that is 100% wrong but also 100% legible,” said Nathan Frank, group creative director at Johannes Leonardo, in the press release.
The scrambled egg kit, available for $2.80 a cup, also marks the first time Oscar Mayer and Kraft Heinz sister brand Velveeta have come together for a single breakfast offering. The new Scramblers product is made using two eggs mixed with one of three filling varieties offered: Bacon and Velveeta, Ham and Colby Jack and Wiener and Cheddar. The effort comes as the brand continues to view the refrigerated breakfast aisle as a point of opportunity, per the release. The new offering is available at major retailers nationwide.
“While people crave a tasty breakfast, it is often compromised with quick, boring options due to busy weekday mornings —and boring is the antithesis of what Oscar Mayer stands for,” said Kelsey Rice, associate director, Oscar Mayer, in the press release.
The latest move by Oscar Mayer comes as Kraft Heinz this year continues to roll out creative marketing, including a number of product overhauls. For example, in May, it launched new easier-to-open packaging for its Kraft Singles product as part of the product’s first rebrand in five years. Additionally, in June, Heinz unveiled its first unified global brand platform, celebrating consumer love for its ketchup and beans products.
