Oberto Beef Jerky is introducing a multi-million dollar spring ad, marketing and promotional campaign in order to raise its brand awareness and differentiate the all-natural jerky brand's position in the $3 billion plus meat snacks category.
“Lean protein has become the craze with everyone from professional athletes to active Americans looking to stay physically fit. With our new Spring marketing efforts, Oberto is continuing its mission to change the traditional perception of beef jerky, while showcasing the benefits of our all natural, high-in-protein Oberto Beef Jerky,” said Dave Lakey, Vice President of Marketing at Oberto Brands. “Since being introduced last year, our 'You Get Out What You Put In' brand message has resonated with consumers. With it, we have further solidified our position as the #2 player in jerky.”
Oberto is working with several shops on this multi-faceted program. Positivity serves as the lead strategic and creative agency. "They have been working with us, side by side, for the past year," says Mike Ginal, Oberto Brands Director of Marketing. "It’s been a terrific partnership that’s completely re-thought the agency-client relationship."
In addition, Alcone has developed the promotion and in-store materials. Horizon is responsible for the entire buy and executed the digital, while Sherwood executed the TV. DKC is leading the PR.
First up, Oberto is working with iconic sports personality Dick Vitale for a series of on-and-off air marketing activations to capitalize on March Madness. As part of his deal, Vitale becomes the latest personality to appear in Oberto's “Little Voice In the Stomach” spots, joining previous celebrities, such as NFL star Richard Sherman. The ad features Vitale’s trademark catch phrases and energy in a dialogue exchange with his inner stomach voice, which is voiced by sports television personality Stephen A. Smith.
In the spot, as Vitale is calling a game with his trademark exuberance, his little voice takes off his noise-canceling headphones to demand some Oberto Beef Jerky to help Vitale keep up his performance. This leads to a signature Vitale-ism “OBJ, this stuff is awesome baby!”
The spot airs in "heavy rotation" during college basketball conference tournaments on ESPN and during the NCAA Men’s Basketball Tournament airing across Turner Sports programming on TNT, TBS and TruTV. Additionally, the spot will run on other cable networks including Comedy Central, AMC, Spike and The Esquire Network.
In addition, the brand is hosting a “Win a Trip with Dick Vitale” sound-alike contest that invites fans to upload their own impressions to the Oberto microsite.
Separately, Oberto is entering its second full-year sponsorship as the Official Beef Jerky of Tough Mudder, an action sports brand and competiton. "We were so happy with the sponsorship – and the way that the Tough Mudder organization partnered with us – in 2014 that we have significantly increased our commitment in 2015," says Ginal.
This year this multi-tiered effort features 2014 World’s Toughest Mudder Champions, Amelia Boone and Ryan Atkins in another iteration of the “Little Voice In The Stomach” TV spots, representing Tough Mudder’s first national TV presence. Each ad will show them racing through Tough Mudder obstacles and receiving a shout out from their “little voice” for Oberto Beef Jerky.
Then, on site at all U.S. and Canadian 2015 Tough Mudder events, Oberto will have naming rights for an all-new obstacle: The Oberto Beef Jerky “Beached Whale.” Participants will need team members to help them climb up this enormous inflatable. Finally, Oberto will implement on-site sampling and fan engagement activities at each event.
“The Oberto partnership is helping us continue to grow our global team of Mudders through shared experiences and active lifestyles,” said Jerome Hiquet, CMO, Tough Mudder. “Tough Mudder and Oberto share values of teamwork and fun, and the opportunity to reach new audiences through a national television ad is a big step for our brand.”