While the two brands say they are going after slightly different
consumers, both target active people looking for protein-packed
snacks and use athletes to tell the story.
Oberto's athletic focus
David Lakey, senior VP-marketing, said Oberto positions itself
differently from others in the industry, even if others use
"The athletic tie-ins of some other players is not central to
their campaign, it's a secondary message. For us, it's the primary
message," Mr. Lakey said.
He was hesitant to share too much about the new round of ads
expected to appear beginning in March, but said Mr. Sherman and Mr.
Gronkowski might appear together in some of the advertising.
Oberto is using TV, primarily during live sporting events, as
well as digital, radio, social and events in its campaign. It is
also becoming a North American sponsor and the official beef jerky
of Nitro Circus, the action sports and entertainment touring show
founded by Mr. Pastrano. The deal includes Nitro Circus creating
stunts that incorporate the Oberto brand.
Mr. Lakey said Oberto's multimillion dollar campaign spending in
2016 includes a "substantial increase" over last year. Positivity,
Oberto's primary creative agency, came up with the current creative
strategy. Oberto is also working with Horizon Media on social.
Krave's biggest push yet
Krave, meanwhile, has online videos, digital programmatic and
display, branded content buys on Twitter and Facebook, in-store
displays, print ads, a contest and Ms. Michaels featured on Pandora
fitness channels in its "KRAVE Better" campaign.
"This is really, for Krave, the first time we've ever done a
fully integrated national campaign," said Rusti Porter,
VP-marketing. "Obviously meat snacks is a hot category right now
and we want to be the brand that consumers think of when they think
of better-for-you and artisanal jerky."