Johannes Leonardo’s first Oscar Mayer work

(Fun first Oscar Mayer campaign from Johannes Leonardo)

This is meaty. Oscar Mayer has unveiled an ambitious brand refresh this week, including the brand’s first creative from new AOR Johannes Leonardo.

As a cultural icon for over 138 years, Oscar Mayer has always sparked smiles around people’s united love of meat. For the first time in its history, Oscar Mayer is unveiling a cohesive new look and creative platform called “Keep It Oscar” to unite the brand’s entire portfolio of products under one image that reflects today’s consumers and is still loudly and proudly Oscar Mayer. 

A Spokeswoman for the agency says, “The refresh aims to bring the meats brand into a fresh, modern era that’s more inclusive, more subversive in bringing smiles to self-serious moments and more uncompromising of its joy-inducing spirit.”

What Changed?

Updated logo and refreshed packaging designs that connects the portfolio by prominently featuring the brand’s iconic “never square” logo shape and the Oscar Mayer Wienermobile for the first time ever, from branding agency BrandOpus.




Bite-sized ads that feel like pop art GIFS to commercials that are under a new “Keep it Oscar” creative platform, from global advertising agency Johannes Leonardo. 




Sergio Nahuz,
President, Meal Foundations and Coffee, for Oscar Mayer, shares, “Oscar Mayer has been deeply ingrained in American culture since 1883, and while we’re proud of our history, we wanted to give consumers a more modern brand to engage with.  But in doing so, it was important to stay true to what’s made this brand such an icon over the years – the ability to spark smiles.”



“Keep it Oscar” invites everyone to see the world through meat-colored glasses and take life less seriously by reimagining meat in playful, unexpected ways.



https://youtu.be/o753POgMQLk




Rachel Frederick, Creative Director for Johannes Leonardo, told Reel 360, “Our goal with this campaign was to help Oscar Mayer get back to the light-hearted approach that made it a beloved, iconic brand and modernize it for today’s consumer. Keep it Oscar is an attitude and invitation to find the fun in life, born out of the smiles meat brings. Our quick hit, delightfully odd ‘meat content’ unites the OM portfolio, breaking away from traditional commercial advertising with almost no narratives or explanations and leaving the viewer with all of the humorous parts they crave.”

Finally, Nir Wegrzyn, CEO and founding partner, BrandOpus, noted, “Oscar Mayer has always held a special place in America’s heart. Our task was to articulate everything that the public knows and loves about Oscar Mayer’s 138-year-old brand story into a unified and distinctive narrative, which, just like our logo, is never square. The new brand identity celebrates the iconic rhomboid logo with a bold and straightforward design – exemplifying the brand’s uncomplicated approach to meats with a similarly uncomplicated aesthetic.”

Oscar Mayer’s new branding and creative builds on the company’s longstanding mission to spark smiles by subverting the seriousness of life.

CREDITS:

CLIENT: Oscar Mayer
  • VP, HEAD OF STRATEGY & DEVELOPMENT – MEAL FOUNDATIONS & COFFEE: Jess Vultaggio
  • VP, GENERAL MANAGER – OSCAR MAYER: Andrew Louie
  • DIRECTOR, GENERAL MANAGER – OSCAR MAYER: Emily Kerschner
  • ASSOCIATE DIRECTOR, MARKETING: Megan Magnuson Lang
  • SR. ASSOCIATE BRAND MANAGER: Abby Allsop

CREATIVE AGENCY: JOHANNES LEONARDO

  • CHIEF CREATIVE OFFICER: Jan Jacobs
  • CHIEF CREATIVE OFFICER: Leo Premutico
  • CREATIVE DIRECTOR: Rachel Frederick
  • CREATIVE DIRECTOR: Maclean Jackson
  • CREATIVE DIRECTOR: John Regan
  • CREATIVE DIRECTOR: Bryan Barnes
  • CREATIVE DIRECTOR: Allison Lackey
  • SENIOR COPYWRITER: Jordan Dodson
  • SENIOR ART DIRECTOR: Amanda Younger
  • SENIOR COPYWRITER: Celia Mortlock
  • DESIGN DIRECTOR: Charles Watlington
  • DESIGNER: Christina Hillman
  • DIRECTOR OF CREATIVE RESOURCES: Camilla Scales
  • SENIOR PROJECT MANAGER: Sarah Scardillo
  • HEAD OF PRODUCTION & OPERATIONS: Maria Perez
  • GROUP EXECUTIVE PRODUCER: Brett Fisher
  • SENIOR PRODUCER (FILM): Doug Moffitt
  • SENIOR PRODUCER (FILM): Danica Rosen
  • SENIOR PRODUCER (FILM): Miral Patel
  • SENIOR PRODUCER (PRINT): Frannie Schultz
  • PRODUCER (DIGITAL): Rose Mahan
  • PRESIDENT: Bryan Yasko
  • MANAGING DIRECTOR: Emily Wilcox
  • GROUP ACCOUNT DIRECTOR: Elektra O’Malley
  • ACCOUNT DIRECTOR: Peter Burgwald
  • ACCOUNT SUPERVISOR: Jocelyn Choi
  • ACCOUNT SUPERVISOR: Joel Bebasa
  • ACCOUNT MANAGER: Eddy Cao
  • HEAD OF STRATEGY: Mark Aronson
  • GROUP STRATEGY DIRECTOR: Emily Elias
  • SENIOR STRATEGIST: Donovan Triplett
  • HEAD OF COMMUNICATIONS STRATEGY: Megan Piro
  • COMMUNICATIONS STRATEGY DIRECTOR: Charley Cobbin
  • BUSINESS AFFAIRS DIRECTOR: Alesa Blanchard-Nelson
  • BUSINESS AFFAIRS ASSOCIATE DIRECTOR: Cindy Gines
  • TRAFFIC MANAGER: Sargia Green

YUM CHOIR
PRODUCTION COMPANY: PRETTYBIRD
  • DIRECTOR: Calmatic
  • EXECTUVE PRODUCER: Suzanne Hargrove
  • HEAD OF PRODUCTION: Rika Osenberg
  • PRODUCER: Dennis Beiber
  • DP: Chris Ripley

EDIT: Exile Editorial

  • EDITOR: Kyle Brown
  • CUTTING ASST/ASST: Eduardo Wong
  • HEAD OF PRODUCTION: Evyn Bruce
  • EXECTUVE PRODUCER: Sasha Hirschfield
  • PRODUCER: Eileen Miraglia

EDIT: Whitehouse Post

  • EDITOR: Matt Badger
  • ASSISTANT EDITOR: Paul Rummerfield
  • EXECUTIVE PRODUCER: Caitlin Grady
  • SENIOR PRODUCER: Ryan Smith

VFX: Carbon NY

  • VFX SUPERVISOR & NUKE COMPOSITOR: Tobey Lindback
  • SENIOR PRODUCER: Krystle Timm

COLOR: Carbon NY

  • COLORIST: Aubrey Woodwiss
  • COLOR EP: Laurie Adrianopoli

EDIT: Whitehouse Post

  • EDITOR: Matt Badger
  • ASSISTANT EDITOR: Paul Rummerfield
  • EXECUTIVE PRODUCER: Caitlin Grady
  • SENIOR PRODUCER: Ryan Smith

VFX: Carbon NY

  • VFX SUPERVISOR & NUKE COMPOSITOR: Tobey Lindback
  • SENIOR PRODUCER: Krystle Timm
  • CG GENERALIST / LEAD: Dan Fine

COLOR: Carbon NY

  • COLORIST: Aubrey Woodwiss
  • COLOR EP: Laurie Adrianopoli
VISUAL EFFECTS

VISUAL EFFECTS: MPC

  • EXECUTIVE PRODUCER: Matthew Loranger
  • PRODUCER: Alliah Mourad
  • PRODUCER: Chanakya Chander
  • CREATIVE DIRECTOR: Tom McCullough
  • 2D LEAD ARTIST: Aska Otake
  • 2D TEAM: Dylan Nett
  • 2D TEAM: Chris Green
  • 2D TEAM: Jared Pollack
  • 2D TEAM: Esther Song
  • 2D TEAM: Pramod Dwivedi
  • 2D TEAM: Stevenson G
  • DESIGN / ANIMATION: James Isaaks
  • DESIGN / ANIMATION: Michael Foran

COLOR: MPC

  • COLORIST: Ricky Gausis
  • ASSISTANT: Sam Ziaie
  • EXECTUVE PRODUCER: Meghan Lang Bice
  • PRODUCER: Caitlin Forrest

MUSIC, SOUND DESIGN, & MIX: WALKER

  • SOUND DESIGN & MIX ENGINEER: Chris Nungary
  • EXECUTIVE PRODUCER: Abbey Hendrix
  • SENIOR PRODUCER: Dottie Scharr
  • MUSIC, SOUND DESIGN: Barking Owl
  • EXECUTIVE PRODUCER: Ashley Benton
  • ORIGINAL MUSIC: Jacob Plasse
  • CREATIVE DIRECTOR: Kelly Bayett
  • EXECUTIVE PRODUCER: Ashley Benton
  • SOUND DESIGN AND AUDIO ENGINEER: Morgan Johnson

MUSIC, SOUND DESIGN, & MIX: Barking Owl

  • EXECUTIVE PRODUCER: Ashley Benton
  • ORIGINAL MUSIC: Jacob Plasse
  • CREATIVE DIRECTOR: Kelly Bayett
  • EXECUTIVE PRODUCER: Ashley Benton
  • SOUND DESIGN AND AUDIO ENGINEER: Morgan Johnson

MUSIC, SOUND DESIGN, & MIX: Barking Owl

  • EXECUTIVE PRODUCER: Ashley Benton
  • ORIGINAL MUSIC: Jacob Plasse
  • CREATIVE DIRECTOR: Kelly Bayett
  • EXECUTIVE PRODUCER: Ashley Benton
  • SOUND DESIGN AND AUDIO ENGINEER: Morgan Johnson

TURKEY RECORD + DANCING BACON

PRODUCTION COMPANY: Rowdy Limited

  • EXEC PRODUCER: Thomas Harnett O’Meara
  • PRODUCER: Daisy Garside
  • DIRECTOR: Adeena Grubb
  • DIRECTOR: Andy Biddle

PRODUCTION: Neighborhood Watch

  • DIRECTOR: Kyle Sauer
  • EXECTUVE PRODUCER: Traci Carlson
  • LINE PRODUCER: Jason Taragen
  • DP: Ben Carey

PRODUCTION COMPANY: Neighborhood Watch

  • DIRECTOR: Kyle Sauer
  • EXECTUVE PRODUCER: Traci Carlson
  • LINE PRODUCER: Jason Taragen
  • DP: Ben Carey
COMPOSITOR AND EDITOR: Tom Fisher
VISUAL EFFECTS
  • DIRECTOR OF PHOTOGRAPHY: Matthew Day
  • FOCUS PULLER: Toby Goodyear
  • GAFFER: Aldo Camilleri
  • ANIMATOR: Henry Nicholson
  • PUPPETEER: Andy Biddle
  • ART DIRECTOR: Ben Cote
  • ART DEPARTMENT ASSISTANT: Beattie Hartley
  • ART DEPARTMENT ASSISTANT: Martha Hussey
  • GRAPHIC ARTIST AND ART DEPARTMENT: Assistant Joe Kirton
  • MODEL MAKER: Robin Crowley
  • FOOD STYLIST: Katie Giovanni
  • RUNNER: James Owens
COLOR

COLOR GRADER: Matthew Day

NEVER-ENDING SAMMIE & MOTIVATIONAL BANNERS
  • PHOTOGRAPHER: Adam Voorhes
  • PHOTOGRAPHY/SET DESIGNER: Robin Finlay
  • FOOD STYLIST: Tina Stamos
  • RETOUCHER/EDITOR: Zach Ahern
  • MECHANICAL ARTIST: Anamaria Setti
  • BANNER DEVELOPMENT: We Are Volume

BRAND IDENTITY & PACKAGING CREDITS

CREATIVE AGENCY: BRANDOPUS

  • CEO: Nir Wegrzyn
  • CHIEF CREATIVE OFFICER: Paul Taylor
  • DESIGN DIRECTOR: Matthew Egan
  • DESIGN DIRECTOR: Scott Wilson
  • PRODUCER: Seona Bell
  • MOTION DESIGNER: Jack Rogers
  • PRODUCTION ARTIST: Adam Bentley
  • BUSINESS DIRECTOR: Alice-Lara Waterman
  • CLIENT MANAGER: Angela Hunter
  • DESIGNER: Charlotte Allibon
  • DESIGNER: Coburn Chambers
  • DESIGNER: Mariana Kertesz
  • CREATIVE FINISHER: Jason Derby
  • IMAGE CREATION: Beth Richardson
  • IMAGE CREATION: Myles Dewberry
  • TYPE FOUNDRY: Colophon
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