Dive Temporary:
- Oscar Mayer is looking consideration to gender disparity in Hollywood with advertisements and a social media marketing campaign across the Academy Awards this weekend, in keeping with information emailed to Advertising Dive.
- The Kraft Heinz model bought digital out-of-home placements close to the Dolby Theater, the place the Oscars are hosted. Areas embody Madame Tussauds, TCL Chinese language Theatre and Cinegrill Hollywood. Moreover, the packaged meals marketer is deploying two Wienermobiles within the neighborhood, sporting customized wraps that reinforce the benefits that “administrators with wieners” have, per the announcement.
- On social media, Oscar Mayer will broadcast an identical tongue-in-cheek message whereas sharing particulars on a brand new gender parity pledge that’s a part of the bigger “Hold it Oscar” positioning the model launched final 12 months. The label is dedicated to having at the very least half of its video content material directed by girls in 2022 and past.
Dive Perception:
Oscar Mayer is leveraging the Oscars this weekend to name out an everlasting drawback in Hollywood with out sacrificing a deal with absurdist humor. The annual awards present incessantly acts as a flashpoint for discourse round a scarcity of illustration within the leisure trade and amongst academy nominees. Jane Campion, the filmmaker behind one in every of this 12 months’s Oscar front-runners, “The Energy of the Canine,” is the primary girl in historical past to be nominated twice for finest director.
In copy hooked up to the marketing campaign, Oscar Mayer cited the statistic that “administrators with wieners are 46x extra prone to win than girls,” which is derived from The Academy’s personal awards database, a spokesperson stated. Whether or not shoppers shall be receptive to a model like Oscar Mayer tackling delicate topic issues with a flip angle stays to be seen.
The deliberate pot-stirring might generate social media chatter for the packaged meals marketer regardless, whereas additionally serving as a launchpad for its personal pledges round hiring extra girls to helm video content material. Oscar Mayer is together with all administrators who determine as girls as a part of the initiative.
Oscar Mayer stated it began placing a larger emphasis on range throughout all facets of its enterprise final 12 months with the debut of “Hold it Oscar.” The model platform, its first main inventive effort developed with company of document Johannes Leonardo, has strayed from conventional storytelling in favor of selling that’s meant to evoke pop artwork. Earlier this 12 months, Oscar Mayer offered face masks with the looks of bologna as a option to mock self-care traits. The lunch meat-inspired merchandise had been made with magnificence and skincare model Seoul Mamas and offered on Amazon for a restricted time.
The 2-pronged strategy of extra culturally tuned-in advertising that is additionally purposeful goals to offer Oscar Mayer a gross sales enhance after years of standing as a laggard at Kraft Heinz. A number of years in the past, Kraft Heinz wrote down the worth of its Kraft and Oscar Mayer manufacturers by $15.4 billion.
Like many packaged meals firms, Kraft Heinz has felt the pinch of inflation and a chaotic provide chain in latest months. The corporate has mulled once more mountain climbing costs within the face of such pressures however is investing in “higher inventive and communication” to drive continued relevance with shoppers, executives have stated.