Oscar Mayer's Multicultural Approach

Goals

Gain an understanding of Oscar Mayer's approach to targeting multicultural groups with their advertising and products.

Early Findings


  • Oscar Mayer is a well-known brand across many demographics, as one of the earliest companies advertising in the packaged meat space, launching their first campaign in the early 20th century.
  • In 2019, they teamed with celebrity chef Oropeza to offer demonstrations and sampling at local multicultural events.
  • Looking to target a broader audience, parent company Kraft Foods launched a line of meals co-branded with Oprah Winfrey.
  • The company also partnered with AirBnb to find a way to target millennials of all cultures. The company offered their Weinermobile as an overnight rental.
  • Another recent campaign involved seeking out college age brand ambassadors to drive their Weinermobile.
  • While there was limited evidence of recent campaigns directly targeting multicultural audiences, several years ago Oscar Mayer ran a series of campaigns featuring Lola, the 'totally transparent' abuela, in order to target their Hispanic audience.
  • The company also is currently running a campaign targeting US families during COVID, encouraging socially distanced front yard cookouts, and sponsoring non-profit Feeding America.

Proposed next steps:

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