Oscar Mayer said it will again sponsor the Super Bowl halftime show at Super Bowl XXXI in New Orleans on Jan. 26, following last year's big lift in sales. The estimated $5 million deal includes a 60- and two 10-second spots on the Fox telecast in addition to the halftime sponsorship.
Oscar Mayer's VP-marketing, Steve Shanesy, said the spots and sponsorship would "focus on kids." Last year's sponsorship included a talent search where children auditioned to be in a commercial by singing the "Bologna Song." J. Walter Thompson USA, Chicago, is the company's agency.