Keep it Oscar
Oscar Mayer was struggling to connect with modern audiences. We launched 'Keep it Oscar': the brand's largest campaign in 50 years, a complete brand evolution that made Oscar Mayer one of Ad Age's #4 Marketers of the Year. I helped establish the visual platform by defining what 'Keep It Oscar' meant: unexpected, meat-centric content inspired by pop art and designed for modern audiences. We collaborated with diverse creators to bring the platform to life across digital, social, and OOH.
Digital Out-of-Home
A strong visual story allowed us to stretch our ads for use in sound-off placements.
Behind-the-Scenes
We worked with a collection of creators to bring the campaign to life in a diverse range of visual styles. Here are some of my favorite behind-the-scenes moments.
🥪
📈
🥪
Results
🥪 📈 🥪 Results
#4 on Ad Age's Marketers of the Year list
Oscar Mayer’s largest campaign in 50 years
Earned Media:
Creativity, Little Black Book, Marketing Dive, Adweek, USA Today, Agency Spy, Adage, Reel 360, Reel 360, Marketing Dive, and Deli Market News
Established a scalable platform still in use today
🏆
Recognition
The campaign helped Oscar Mayer land a top spot on Ad Age’s Marketers of the Year list.
⭐️
Featured In
Creativity, Little Black Book, Marketing Dive, Adweek, USA Today, Agency Spy, Adage, Reel 360, Reel 360, Marketing Dive, and Deli Market News
🙋🏻♀️
My role
Senior Art Director. New business pitch through production. Voice of Bacon.
👬👭👫
Team
CD: Rachel Frederick, Maclean Jackson, and John Regan
ACD: Alison Lackey and Bryan Barnes
Sr. CW: Jordan Dodson
Turkey Record and Dancing Bacon: Andy and Adeena
Sandwich Bed and Laser Eyes: Kyel Sauer, Carbon VFX, and Matt Badger
Pick Me: Made by Radio
Sandwich Ghost: Tracey Laguerre and MPC