Oscar Mayer Brings Back the ‘Bologna Song’ With Rewards for Fans Who Sing Along
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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.
CREDITS
Kraft Heinz
Director, brand communications: Kelsey Rice
Oscar Mayer brand manager, brand communications: Shelby Max
Director of external communications & PR: Jenna Thornton
Senior manager, brand PR & media relations: Kate Mitchell
Johannes Leonardo
Creative & design
Co-founder & creative chairman: Jan Jacobs
Executive creative director: Lex Baltomore
Creative director: Zack Roif
Copywriter: Stephen McDaniel
Art director: Katie Quinn
Executive design director: Justin Walsh
Senior designer: Emma McGuire
Junior designer: Hongjin Lan
Strategy & comms
Group strategy director: Julianna Katrancha
Strategy director: Anthony Perez
Head of communications strategy: Jonathan Daly
Communications strategy director: Jim Rech
Senior communications strategist: Cameren Moncrieffe
Account
Group account director: Jack Beck
Account director: Heidi Brown
Account manager: Shenea Walker
Production & project management
Group executive producer: Ken Kitch
Producer: Anna James
Business affairs director: Alesa Blanchard-Nelson
Senior business affairs manager: Krishna Shah
Senior project manager: Destiny Heggins
Production Partners
Attic 22
Head of production: Tasha Cronin
Director of photography/editor: Johnny Komar
Producer: Mitchell Wojcik
Producer: Andrea Blake
Production manager: Justin Cirulli
Jane Studios
Executive producer: Rich Rama
Producer: Jackson Rogers
Lead flame artist: David Parker
The Kitchen
Creative & design
Executive creative director: Simon Au
Creative director: Ananta Prayitno
Senior copywriter: Leah Burnside
Senior art director: Raine Calucag
Design lead: Wesley Webb
Senior motion designer: Dan Corrigan
Designer: Eric Espinosa
Social copywriter: Sam Baca
Creative content lead: Bayly Shelley
Senior content creator: Juliana Gearig
Content creator: Ryan Leshock
Content creator: Fiona Lam
Strategy
Head of digital and social strategy: Kathleen Bokar
Senior strategy director: Monika Hesch
Senior strategist: Miriam Gavin
Social media manager: Rachel Miller
Account management
Head of account management: Karin Carlisle
Group account director: Brandon Morrison
Account director: Danielle Sikora
Production
Head of production: Julie Benevides
Executive producer: Jan Parma
Producer: Camille Suknovich
Carat
Video
VP national video investment: Jackie Hinke
Brian Nelson, Senior Manager National Video Investment
Katherine Lynch, Senior Associate National Video Investment
Social
Director paid social: Rebecca Leondi
Senior manager paid social: Kate Adams
Manager paid social: Angela Chiu
Senior associate paid social: Morgan Ray
Associate paid social: Lucio Lachowski
Digital
VP digital direct & programmatic: Joe Salvati
Associate director digital & programmatic: Aniya Vazquez
Senior manager digital & programmatic: Shannon Kearns
Senior associate digital & programmatic: Grace Mines
Manager digital & programmatic: Divakar Pullemula
Planning
Director, planning: Francesca Garippa
Associate director, planning: Emily Miller
Senior manager, planner: Laura Lumbayi
Manager, planning: Indri Saskiaputri
Associate, planning: Philip Carroll
Zeno Group
Head foodie: Missy Maher
Executive vice president: Jamie Dammrich
Executive vice president: Courtney Pischke
Vice president: Bri Shanley
Senior account supervisor: Bethany Roth
Account supervisor: Veronica Smith
Account supervisor: Morgan Miller
Account executive: Lily Friedrich
Assistant account executive: Kara McKiernan
https://www.adweek.com/brand-marketing/oscar-mayer-brings-back-the-bologna-song-with-rewards-for-fans-who-sing-along/