Ore-Ida's Revamped Ads: Ensuring Wholesome Consistency in an Unpredictable World
Ore-Ida's latest campaign, Deliciously Predictable, showcases their new packaging and creative approach, highlighting the appeal of stability and reliability in an unpredictable world Created in collaboration with agency Johannes Leonardo, this campaign focuses on the excitement that comes from knowing you can always count on Ore-Ida
Article Brief:
In an effort to rejuvenate its brand with consumers, Kraft Heinz-owned frozen potato brand Ore-Ida has unveiled its first advertising campaign in five years, as revealed to Our Website.
Developed in collaboration with agency Johannes Leonardo, the campaign "Deliciously Predictable" brings forth a fresh look to the packaging and a creative approach centered around the concept of "excitement of certainty." Utilizing trippy, fairy tale-style visuals, the musical ads effectively convey the message of consistency in an unpredictable world.
Come April 2024, the revamped packaging will grace the shelves of various stores, encompassing the brand's entire portfolio and placing a greater emphasis on the crispy nature of products like french fries. As part of a broader effort by Kraft Heinz to invigorate its longstanding lineup of packaged foods, the makeover for Ore-Ida, which boasts a history of over 70 years, aims to infuse new life into the brand.
Article Insight:
Ore-Ida is revamping its marketing strategy by introducing a fresh and innovative approach to highlight the consistency that consumers can expect when choosing its products. Renowned for its french fries, Ore-Ida joins a growing list of Kraft Heinz brands, such as Jell-O and Kraft Singles, that have recently undergone updates to align with evolving consumer preferences. Johannes Leonardo, known for their involvement in various initiatives, including a comprehensive transformation of Oscar Mayer in 2021, has also played a key role in Ore-Ida's rejuvenation.
According to data from the brand, Ore-Ida has exceeded $1 billion in retail sales as of September 2023. Additionally, in a survey conducted by Morning Consult Brand Health, Ore-Ida has a strong brand awareness of 96% among consumers. Despite this success, Kraft Heinz recognizes the potential for future growth and believes there is a need to revitalize Ore-Ida's marketing.
Similar to recent rebranding efforts by Kraft Heinz, Ore-Ida's new campaign, "Deliciously Predictable," introduces vibrant packaging and advertisements. A captivating anthem commercial, directed by Will Wightman and BlinkInk, depicts a young couple eagerly waiting for their french fries to finish cooking in the oven. The man playfully references Ore-Ida's previous slogan, "When it says Ore-Ida, It’s All-Righta!" much to his partner's amusement. The camera then pans to the window, leading to a remarkable transformation where the commercial evolves into a lively musical. The scene features singing trees, animals, and a delightful blend of cartoon characters alongside live-action moments. The campaign will be promoted through various digital and social channels, including shorter 15-second glimpses of the storyline.
Ore-Ida is revamping its messaging to better cater to millennial shopper groups and emphasize comfort and value, following the lead of sister brands like Kraft macaroni and cheese. While Kraft Heinz initially experienced a sales increase during the pandemic, they are now facing inflationary challenges that have resulted in higher prices, causing some budget-conscious consumers to seek alternatives.
Kraft Heinz is also experiencing leadership changes. CEO Miguel Patricio, who used to work in marketing, will be resigning. His position will be taken over by Carlos Abrams-Rivera, the current president of the company's North American division, starting on January 1st.
