Oscar Mayer Spending Big Behind New Selects Line

While some folks might still wish they were an Oscar Mayer wiener, the iconic Kraft Foods brand recently realized it had some work to do with its full lineup, which includes bacon and lunchmeat.

“The brand itself has always been very strong; it’s known as a category leader. But people look at it sometimes and reminisce about Oscar Mayer when they grew up, and have sort of moved on in life,” said Tom Bick, Oscar Mayer’s director-integrated marketing communications and advertising. In short, they have changed their eating habits. “It really came down to people trying to avoid the processed foods, the artificial preservatives,” Mr. Bick said.

To win those customers back, Oscar Mayer has launched a new line of cold cuts called Oscar Mayer Selects, which will be promoted as having “no artificial preservatives” in a campaign that Kraft said is among the biggest ad efforts in the history of Oscar Mayer, a brand which dates back to the late 1800s.

The campaign, called “It’s Yes Food” is by Dentsu’s McGarryBowen, Chicago, and includes TV, print and digital, plus a sponsorship of an episode of ABC’s “Modern Family” (without product placements). Spots feature a family whose mom says “no” to a lot of things — including her husband Facebook-friending the babysitter — but yes to, you guessed it, Oscar Mayer Selects. (www.adage.com)

How ‘30 Rock’ Pitched Kraft on Product Placement

You would think getting a product placement in NBC’s “30 Rock” would take a lot of pleading and begging. The show, after all, has gained fame in ad-industry circles for an eyebrow-raising technique that moves the practice from inserting a can of soda or a smartphone to a much louder role. It usually involves members of the cast making fun of the product or its TV-screen intrusion, often to resounding social chatter.

In at least one case, however, the staff of “30 Rock” made a pitch to a sponsor rather than the other way around.

With just weeks to go before the launch of a special live episode of the offbeat comedy, “30 Rock” producers and NBC ad-sales staff reached out to Kraft. The TV team said a live episode celebrating the history of live TV was in the offing and they wanted to use a sponsor in a sketch that was around in the medium’s early days, recounted Brent Poer, exec VP-executive creative director at Starcom MediaVest Group’s LiquidThread unit, which specializes in weaving ad messages into content.

The end result was an episode in which Kraft cheese “singles” got a mention in a fictional “Kraft Product Placement Comedy Hour” during which Kraft’s dairy product was touted as “the cheese that won World War II.” The first ad in the next commercial break was for, no surprise, Kraft Singles. Later in the episode, producer and star Tina Fey gave a paid shout-out to “Rock of Ages,” a Tom Cruise movie slated for summer release from Warner Bros. (www.adage.com)

USA Hockey Renews Agreement With Easton Sports

USA Hockey today announced the renewal of an agreement with longtime partner Easton Sports as an Official Equipment Supplier and an Official Marketing Partner.

Easton will provide hockey equipment to all U.S. National Teams and various USA Hockey programs over the term of the agreement.

“It was important for us to extend our relationship with such a valued brand,” said Dave Ogrean, executive director of USA Hockey. “Easton has been a significant partner for many years and shares in our interest in the continued growth and development of the sport.”

“We’re excited to continue our partnership with USA Hockey,” said Chris Zimmerman, president of Easton Sports. “Their expertise in elevating youth hockey in the United States is unparalleled and with the enormous responsibility they carry in moving the sport forward in the coming years, we are proud to play a role.” (www.sponsorship.com)

Orica New Naming Rights Sponsor For GreenEDGE Cycling

Following one of the most successful debuts in the WorldTour of cycling, GreenEDGE today announced a three-year co-naming sponsorship with leading global mining services company Orica Limited.

As of this year’s Giro d’Italia, the team will change its name to Orica-GreenEDGE.

“This is a rare and fantastic opportunity to secure the founding co-naming sponsorship with this ground-breaking sporting venture. GreenEDGE is the first Australian team at this level and it offers Orica a powerful sports marketing platform, perfectly aligned with our values and drivers,” says Ian Smith, Managing Director and CEO of Orica.

“Cycling is dynamic, competitive and truly appeals to a global audience. We have a lot in common with the team; we’re both multi-national organisations with an Australian DNA, and we share mutual aspirations driven by a focus on innovation and team work. This sponsorship forms one of the strategic platforms for Orica to increase its brand presence in key global markets and we’re convinced that the world-class performances of this team will help provide ongoing global exposure,” Smith continues. (www.sponsorship.com)

Reliant Announced As Title Sponsor For Trinity River Wind Festival

The Reliant Trinity River Wind Festival is scheduled for Saturday, May 12, and Reliant, an NRG company, is returning as this year’s title sponsor. The electricity provider brings a powerful efficiency boost to the festival, a one-day event which features all things wind-related, taking place on the Trinity River floodway in Dallas.

“Reliant is proud to support wind energy in Texas and green initiatives throughout the Dallas community,” said YaLonda Lockett, Director of Reliant’s Dallas office. “The festival is a perfect atmosphere for outdoor family-fun and an opportunity to learn about wind and how it benefits the environment as a renewable energy source. With a winning combination like that, we are excited to be the title sponsor for the second year in a row.”

The festival will feature an abundance of outdoor activities and exhibitions from noon to 6 p.m., including show kite teams from the Southwest, hot air balloons, Blackland Prairie Raptor Center birds, hang gliders, paper airplane making, wildflower planting, Dallas Zoo animals, and bounce houses with clowns and face painting.

Reliant will bring its Smarter Home on Wheels to the festival, providing a hands-on opportunity for Dallas residents to experience the tools and technology now available to consumers with smart meters through Reliant’s e-Sense products and services. These innovative tools provide consumers greater insight and control over their electricity use, giving them the ability to use less and reduce their impact on the environment. (www.sponsorship.com)

Coleman Partners With National Wildlife Federation To Support Great American Backyard Campout

The Coleman Company, Inc. has partnered with National Wildlife Federation (NWF)to become a national sponsor of Great American Backyard Campout. As part of its sponsorship, Coleman will be inviting families across the nation to get outside during the annual camping-focused event on June 23, 2012.

Great American Backyard Campout is part of National Wildlife Federation’s “Be Out There” movement, which is designed to provide tools that inspire parents and children to spend time in the outdoors. Over the next three years, NWF’s goal is to get 10 million more kids playing outside on a regular basis. Spending a night under the stars is the perfect way to start.

“The partnership between Coleman and National Wildlife Federation immediately felt like a natural fit for both of our organizations,” said Robert Marcovitch, president and CEO of Coleman. “We share a common goal of inviting families to engage with the outdoors, while providing them with the resources and equipment that enhances the outdoor experience.”

To make backyard camping even simpler, Coleman and its retail partners are working together to provide campers with high-quality, easy-to-use gear, like the award-winning Instant Tent, which can be pitched in less than a minute. (www.sponsorship.com)

AT&T Expands Its Sponsorship of 2012 U.S. Paralympic Team With USOC-Hosted 2012 Warrior Games

AT&T announces its sponsorship of the 2012 Warrior Games and activities and services it will provide during the week-long competition. As a sponsor of the Warrior Games, AT&T continues its mission of supporting military personnel, their families and veterans through event and program sponsorships, charitable contributions, hiring of military veterans and maintaining policies that support reservists when called to active duty.

The 2012 Warrior Games take place at the U.S. Olympic Training Center and on the Air Force Academy Campus in Colorado Springs, Colo. Members of AT&T’s Veterans Employee Resource Group will be available to share information about career opportunities at AT&T. They will provide information and advice to service members, veterans and their families on maximizing the valuable skills and experience attained in the military as they transition to the civilian workforce. AT&T also will collect donated mobile phones to be refurbished for soldiers to use through the Cell Phones for Soldiers program. Attendees can visit the AT&T tent to create posters to cheer on the athletes as they compete in the Warrior Games.

“The athletes at the 2012 Warrior Games are great men and women. We are proud to be a partner of the U.S. Olympic Committee and support the Warrior Games,” said Chris Norton, Vice President of Communications for the AT&T Veterans Employee Resource Group. “The experience of these warriors is valued in the workplace, and we are thrilled to bring them closer to their athletic and professional goals.”

The 2012 Warrior Games are hosted by the U.S. Olympic Committee with participation by more than 200 wounded, ill and injured service members and veterans. The Warrior Games features athletes from various branches of the military including Army, Marine Corps, Navy, Air Force, Coast Guard and Special Operations and highlights the powerful role that sport can play in recovery for our nation’s heroes. (www.sponsorship.com)

Dolby Labs Buys Naming Rights for Theater That Hosts Oscars

The next Academy Awards will be held at the newly christened Dolby Theatre, after the audio company beat out 10 other bidders for the naming rights to the Hollywood venue that has hosted the Oscars since 2002.

The Academy of Motion Picture Arts & Sciences, which could have opted to move the awards after 2013, has also agreed to extend its lease with the theater through 2033. (www.wsj.com)

An Anti-Obesity Campaign Takes to the Airwaves

THE ADVERTISING COUNCIL has joined forces with Clear Channel Media and Entertainment to run a new series of radio ads about childhood obesity on Clear Channel’s 850 stations for three months.

Written in English and Spanish, the ads use humor to encourage families to lead a healthier lifestyle; they also mention “We Can!”, an education program of the National Institutes of Health aimed at promoting healthy weight in youth.

The ads, which start on Wednesday, will run in all 150 markets Clear Channel radio stations serve, reaching an estimated 237 million listeners each month. They will also run on a Web site Clear Channel has established, iheartradio.com/healthyhabits; the Web sites of each of the 850 stations also will carry banner ads promoting the campaign. According to the Ad Council and Clear Channel, the value of the advertising is $30 million.

The new campaign represents the first time the Ad Council has run a campaign exclusively on radio; it is also the first time it has partnered with a media company to develop such a large initiative. (www.nytimes.com)

Ashton Kutcher Shows Many Faces in Popchips Ad Campaign

On CBS, Ashton Kutcher is a star of “Two and a Half Men.” In a new campaign for Popchips snacks, he will play four men.

The campaign, scheduled to be under way on Wednesday morning, features Mr. Kutcher’s portrayal of four different comedic personalities, all of them, natch, fans of Popchips. Mr. Kutcher has been involved with marketing Popchips since he was named the brand’s “president of pop culture” in 2010.

During that time, he has done some brand work that included video clips that can be viewed on YouTube. The new ad campaign represents the first for Popchips in which he plays a central role.

The campaign, with a budget estimated at $1.5 million, will include video, outdoor ads and social media sites like Facebook and YouTube. The social media outlets should be no surprise in light of Mr. Ashton’s reputation as a social media master. (www.nytimes.com)

LoJack Goes To Grassroots

Auto theft recovery company LoJack this week launches a grassroots campaign in Boston, Miami, San Diego and Las Vegas, and a matching dealership promotion.

Designed to showcase the effectiveness of the LoJack System in helping police recover stolen vehicles, the effort features cars with giant arrows on top and the message: “We can find our cars. Prove you can for a chance to win.”

The idea is that in each of the cities, consumers have to track down one of these LoJack-marked cars, shoot photos of it on their mobile phone, and share the shot on the promotion’s microsite, www.BigLoJackArrow.com. Consumers can also use mobile devices to text the picture and the keyword “LoJack” to a short code 60856 to enter.

The incentive is a roster of tech prizes like Samsung’s Smart cameras, Galaxy Tabs, 60″ LED Smart TVs, and LoJack’s Total Extended Warranty Packages.

The Canton, Mass.-based company is supporting the effort with online, on-the-street and at-the-dealership components, and a grand prize of a “technology makeover.”

Sarah Cook, LoJack’s director of marketing, tells Marketing Daily that grassroots and guerrilla marketing are relatively new for the company, and that this is the largest such effort. “Last summer we celebrated the 25th anniversary of the company with promotions and sweepstakes to boost consumer engagement with the brand,” she says. “In the past, our advertising –- whether TV, print or radio –- has tended to be more traditional in terms of delivery of the message. We have been doing that for years, and last summer we began adding a consumer sweepstakes element because we wanted marketing to be more interactive in nature.” (www.mediapost.com)
Hilton, USA Today Strike Digital Partnership

The free newspaper at the hotel front desk may give way to a digital version in the not-too-distant future. Customers at the 10 Hilton Worldwide brands will receive free 24-hour access to content from Gannett publications, including USA Today, under a new agreement.

The offering will begin phasing in this summer and will fully roll out in the fall. Content will extend from international news to local information such as restaurant reviews. Print copies of USA Today will continue to be available.

Customers who are members of Hilton Worldwide’s loyalty program will receive access to additional online entertainment (“powered by USA Today”). Depending on the status level, a customer could receive access to books, magazines and games.

USA Today said its research shows travelers want “trusted local insights across multiple sources.” Also, 70% of U.S. travelers “expect and look forward to receiving the national newspaper” at a hotel. A free USA Today has been a constant for years at multiple hotel brands. (www.mediapost.com)