• by Larissa Faw , May 19, 2015

Unlike some products, beef jerky doesn't really sell itself, which is why Oberto Beef Jerky and its agency Positivity are linking the brand to a campaign celebrating heroes in its new digital campaign.  

The initiative centers on four people's stories who embody Oberto's brand mantra, "You Get Out What You Put In," including pro football player Richard Sherman. The others are everyday unsung American heroes -- blind marathoner/mountain climber Randy Pierce, Boston Marathon bombing survivor Adrianne Haslet-Davis and leukemia-stricken adolescent Brady Wein. All have overcome some of life’s toughest challenges and obstacles. 

Each personality is featured in a video that showcases their unmatched drive on the Heroes of Summer microsite. Videos for Richard Sherman and Randy Pierce debuted May 18, with the others to follow in June. 

“Oberto is honored to shine a light on everyday heroes across America — from those overcoming overwhelming obstacles to those supporting their communities — that embody our brand message, 'You Get Out What You Put In,'” said David Lakey, vice president of marketing at Oberto Brands. 

This “Heroes of Summer” campaign is designed to be viral, with additional support via paid social media engagement across Facebook, Twitter and YouTube. The campaign will also be featured at Oberto-branded point-of-purchase displays located at major U.S. retailers.  

In addition, the campaign will be promoted through online media buys on national active lifestyle media, including Men’s Health, & Runner’s World.  Consumers will also be invited to share their own story of personal triumph or inspiration through the “Heroes of Summer” contest where they will have the chance to win a Toyota 4-Runner.  

This digitally-led “Heroes of Summer” campaign follows Oberto’s spring March Madness marketing campaign that featured well-known basketball personality Dick Vitale. It also coincides  with the brand's current Tough Mudder sponsorship. 

Parent company Oberto Sausage Co. is investing heavily to raise its brand awareness. The privately held company spent $17.2 million on advertising last year, up from a mere $119,000 in 2013, according to Kantar Media.  

Oberto Beef Jerky executives say they have learned a few things during this period about increased marketing activity. "We started the March Madness planning later than we wanted to,” said Lakey, “but Heroes had plenty of runway, which gave us more time to integrate with other marketing events, our retail customers and to do a better job with the creative."  

It is also important to have authentic and compelling stories and messengers, says Lakey.

"Personalities that are associated with the sport like Dick Vitale can give us additional equity. Dick is such an authentic and engaging person, that we got additional credit by our association with him. Our social media related to the 'do your best Dick Vitale' was incremental to what we expected. Digger Phelps’ on-air impressions really got us some buzz beyond just the Campus Insiders digital campaign as one example."  

Oberto is not trying to be everything for everybody. All of its branding activities are aimed at reaching the brand's core physical active lifestyle consumer. "Our 'Heroes of Summer' program aims to inspire Oberto consumers” with the message that with “diligence, perseverance and optimism, that they can achieve their personal goals and overcome life’s hurdles,” says Lakey.  

Oberto has worked with Positivity for about a year-and-a-half.