Oscar Mayer creates digital content to refresh the brand

Tom Bick, Director of Integrated Marketing and Advertising of Kraft, was responsible for the modernization and digitalization of Oscar Mayer, one of the most iconic brands in the food group. In an interview, he explained how content-driven approach and the special attention they pay to consumer reactions have helped maintain the freshness of a legendary brand.Digital initiatives like The Great American Bacon Barter and Wake Up and Smell the Bacon have been the bets that Bick has fought for. “Kraft is a pretty conservative marketer, but the whole organization saw the potential of these ideas”. “Our briefs for the digital agency always state campaigns need to go from paid to earned. I need to have between 300 and 500 million impressions behind each one of these initiatives” explained Bick.”While impressions are not where we end measurement, we are required to prove all our marketing efforts -and that´s one way. We typically use marketing mix analysis”. Although innovation and disruption have been key in Bick´s management, acknowledging previous successes and using them in a renewed manner is also a hit. The Wienermobile is a clear example, “we reframed it and made it our social media hub. Now we have six mobile hot dogs driving across the country, it´s mobile marketing. I can take a picture of it in front of the White House, post it on Instagram and it gets a ton of shares. It has been a very popular initiative” he concluded.