Oscar Mayer’s “Bologna Song” is one of the most iconic advertising jingles, inspiring everyone from “Weird Al” Yankovic to Homer Simpson to sing their own versions. The Kraft Heinz brand is celebrating the tune’s 50th anniversary with a nostalgic campaign that turns singing into a form of payment.

Created by agencies Johannes Leonardo and The Kitchen, the initiative kicked off with a surprise re-airing of the original 1974 ad aduring the CBS broadcast of the Chicago Bears vs. Detroit Lions football game on Thanksgiving Day.

But the end of the ad displayed a mysterious URL, SingToPay.com, directing viewers to an experience that offers rewards for singing along to the jingle.

The website allows people to upload a video of themselves performing the “Bologna Song” with a chance to win free groceries from Instacart and Kraft Heinz products, including Oscar Mayer bologna. The sweepstakes will run from Dec. 2 to 15.

Brand manager Shelby Max told ADWEEK that Oscar Mayer chose to capitalize on a holiday moment when multigenerational families often watch TV together.

“Our hope behind the re-airing of the ad on Thanksgiving is that it re-ignites conversation and love for the jingle for those who remember and those who are new to the song,” she said. “Through this campaign, we want to reach and delightfully surprise fans of all ages.”

Kraft Heinz is working to reach young consumers by sharing the jingle on TikTok and encouraging users to create their own versions. The SingToPay website shows it being sung by people jogging, someone getting their hair washed, and a woman wearing under-eye patches.

“By having multiple touch points across TV, online, and social we want to make this milestone one for everyone to remember,” Max said. “Our goal is to pay homage to an iconic piece of American culture and empower fans to join us in singing loud and proud.”

Earlier this year, in another playful marketing stunt, Oscar Mayer released beauty-style ads to showcase how long its bacon is smoked.

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