The lunch meat wars are turning into a battle of the bold.
Two years after Boar's Head launched its Boar's Head Bold lineup of intensely flavored meats, packaged-meat giant Oscar Mayer is answering with its own "bold" lineup under the Deli Fresh brand. And its ad campaign goes directly after deli-counter brands like Boar's Head.
To do so, the Kraft Foods Group-owned brand is unleashing its cantankerous Grandpa Frank character, who in a TV ad, bemoans having to wait in line for deli-counter brands, which he criticizes for being stale and "passed around more than blame at a congressional hearing."
The ad, by McGarryBowen, debuts on Monday and will be followed by other spots featuring the frank Frank "living boldly and spicing things up," according to Kraft. The Deli Fresh brand launched in 2003, but Oscar Mayer launched the bold-branded offerings just this year with flavors such as Italian Style Herb Turkey Breast and Chipotle Seasoned Chicken Breast.
Packaged brands have long made comparisons to deli-counter brands by touting convenience, while using "deli" language to suggest that their offerings are just as fresh as what's found behind the counter. With the bold line, Oscar Mayer is taking the messaging one step further by making a big flavor play.
"We want to make sure that consumers don't even have to go to the deli. A lot of our consumers shop both," said Tom Bick, Oscar Mayer's senior director-integrated marketing communications and advertising. He cited internal research suggesting that 70% of consumers surveyed do not find the flavors they want at the deli case.
Kraft projects it will spend $20 million on the campaign. Digital marketing includes using Apple's iBeacon location-targeting technology to send ads to shoppers while they are in the store on mobile devices. The mobile program might even include sending ads to people while they are standing in line at the deli counter in an attempt to lure them to the packaged aisle, Mr. Bick said.