• by Sarah Mahoney  @mahoney_sarah, December 2, 2024

Oscar Mayer’s classic “My bologna has a first name” jingle is back, airing during an NFL classic -- the Thanksgiving Day broadcast of the Detroit Lions game against the Chicago Bears. And 50 years after its debut, the Kraft Heinz brand is resurrecting the spot with a twist from agencies Johannes Leonardo and the Kitchen, offering fans a first-of-its-kind sing-along experience, allowing them to sing for their bologna supper, as well as other free groceries.

Cold-cut songbirds can submit their audio recordings until Dec. 15. Fans can upload an audio recording of themselves correctly singing at a sing-to-pay site and get an Instacart credit, while supplies last. The only catch? They have to get the lyrics of “The Bologna song” right.

“Fifty years ago, we introduced the world to ‘The Bologna song’ as a way to spotlight our delicious lunch meats and cement the brand’s legacy and mantra of uniting millions around a love of meat,” said brand manager Shelby Max in the announcement. “We knew this anniversary was a moment that needed to be celebrated in a big way, both for those who remember and those that are new. By re-airing the original ad and becoming the first brand to accept singing as a form of payment, we want to remind fans everywhere that bologna has a first name – it’s O-S-C-A-R.”

The “new” ad is also running on online video and YouTube.

Kraft Heinz, which says the ad is the longest-running jingle in advertising history, is also inviting some fans to sing in real life. People lucky enough to spot the 27-foot Wienermobile, which is traveling in select cities, can sing their song right to the vehicle’s Hotdoggers. If they get the lyrics right, they’ll get free bologna.

Reuters recently reported that Kraft Heinz, which has been rebalancing its portfolio to focus on healthier foods, is looking to offload the Oscar Mayer brand. Brazilian meatpacker JBS and Mexico's Sigma Alimentos are reportedly emerging as potential bidders, with a deal likely to fetch some $3 billion.