Kraft Foods is engaging active consumers who are looking for protein-filled, healthy snacks with its Oscar Mayer P3 Portable Protein Pack product.
The meat snack was developed because "protein snacking is a growing, $19 billion category, and it has a 7% growth rate," explained Syd Lindner, associate director of corporate affairs at Kraft Foods, who focuses specifically on the Oscar Mayer brand.
She added that consumers often think of yogurts, smoothies, bars, and powders when it comes to high-protein snacks, but meat can be an afterthought.
Since Kraft is the largest manufacturer of pre-packaged meat, the company felt it was "well-positioned to bring a new protein meat snack to market," said Lindner.
To promote P3 to consumers, Kraft is investing $25 million in an integrated campaign for several months that will include print, TV, and in-store advertising, PR, digital, and sponsorships.
With help from Oscar Mayer’s PR AOR, Olson Engage, the brand is reaching out to general interest and health and fitness consumer media, as well as trade outlets, such as publications that grocery store buyers read, said Lindner.
Social media engagement and digital content are also big focus areas for the brand, which is specifically drawing from consumers’ Internet search histories to promote P3 videos.
Lindner explained that if a consumer regularly searches for protein bars online, a "humorous P3 video about exercise" might be shown.
Another aspect of the campaign is influencer outreach, with the brand engaging food and fitness personalities who fit with the Oscar Mayer brand and P3 products. Some of the personalities include a YouTube fitness trainer, a long-distance swimmer, a former professional athlete, and a food expert.
P3 content is being incorporated into Oscar Mayer’s regular Facebook and Twitter efforts, as well, added Lindner.
On the sponsorship side, Oscar Mayer has partnered with ESPN to introduce P3 Real Deal, a sponsored segment on SportsCenter where "unpretentious athletes deliver results," she said.The partnership will also give exposure to P3 in ESPN the Magazine and on the SportsCenter app.
Oscar Mayer’s ad agency, McGarryBowen, worked on creative for the campaign, and 360i handled digital efforts.
Lindner added that the brand doesn’t see many health-specific challenges in promoting P3 because the product has no artificial preservatives, very little sugar, and 13 grams of protein, which is the same as two eggs.