Ore-Ida is getting a new look with updated packaging and logos as the brand bills itself as a consistently good product for budget-conscious millennial and Gen X consumers.

“Deliciously Predictable” comes from Johannes Leonardo and is the Kraft Heinz-owned freezer potato brand’s first new campaign since 2018. It includes slight packaging and logo updates, with less text than before.

Several products with the adjective “Golden” will now become “Crispy”, such as Golden Crinkles fries, which are being renamed Crispy Crinkles, to highlight the product’s “crispy on the outside, soft on the inside” qualities. While the campaign starts today, packaging changes won't roll out until April 2024.

The debut ad, directed by Will Wightman of Blinkink, takes a musical approach and is about all the things that are consistent in the world—the sun rises, trees grow, the tide ebbs and flows, caterpillars become butterflies, and birds sing. But there are moments of questioning and doubt: Is this plant dead? Do you need a hair transplant? The spot focuses on the consistency of Ore-Ida products, with the phrase “without a doubt-ah” sung by various characters.

“This campaign is designed to reach existing consumers who have nostalgic memories of eating our product, as well as new consumers who want predictable options,” said Brian Neumann, head of North American brand communications at Kraft Heinz. “I think Ore-Ida skews a bit older, so we want to resonate with millennial and Gen X families.”

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Ore-Ida is the latest Kraft Heinz brand to get a creative overhaul in the last three years, following Jell-O, Kraft Singles, Velveeta, Kraft Mac & Cheese and Lunchables. The facelifts come as shoppers are about to feel even more squeezed coming into the end of the year, with budgets shrinking due to student loan repayments, high food costs and holiday expenses.

“Kraft Heinz is in the midst of a transformation,” Neumann said. “One of the pieces of that is redefining our creative ambition to break through and be relevant in culture.”

The new campaign will run on social media, digital, streaming TV and YouTube. Out-of-home creative is also in the works.

“There will be more work that comes out over time,” said Jan Jacobs, co-founder and creative chairman of Johannes Leonardo. “With out-of-home, we’ll also be pointing out what is predictable, like it’s raining again in Seattle.” 

Jacobs also said that the creative’s costumes and backgrounds were all made or hand-painted without special effects.

Ore-Ida’s last campaign was its “Potato Pay” campaign in 2018, which encouraged using French fries to bribe picky kids to eat their vegetables. 

Ore-Ida had more than $1 billion in retail sales in the 52 weeks ending the first week of September, according to Kraft Heinz. In 2019, Kraft Heinz considered selling the brand, CNBC reported at the time, noting that the brand could fetch $1.5 billion to $2 billion. In early 2022, Kraft Heinz struck a long-term deal with Boise, Idaho-based Simplot Food Group to become Ore-Ida’s exclusive manufacturer and supplier. In the announcement, the companies said the arrangement would lead to “world-class innovation and technology” and create  “greater efficiencies through vertical integration.”