Kraft appoints Olson PR AOR for Oscar Mayer brand

CHICAGO: Kraft Foods has selected Olson PR as AOR for the Oscar Mayer brand, following a review.

CHICAGO: Kraft Foods has selected Olson PR as AOR for the Oscar Mayer brand, following a review.

Olson, which started working with Oscar Mayer several months ago, will lead consumer PR for the brand, including consumer media relations, communications strategy, and social influencer outreach, said Sydney Lindner, associate director of corporate affairs at Kraft Foods.

The firm has replaced longtime AOR Weber Shandwick, which had worked with Oscar Mayer since 1996. The change in agencies was part of a “normal process,” Lindner explained, and Kraft reviewed a few other firms as well.

“We had a very long relationship with Weber Shandwick and were happy with them, but we always want to up the ante by taking a regular look at our agency partnerships,” Lindner said. “We found a unique, innovative approach from Olson, and thought they would be a good fit for the brand.”

Weber declined to comment.

Olson's initial assignment is the “Bacon Barter” campaign, which launched September 9 to promote the new Oscar Mayer Butcher Thick Cut Bacon. For the initiative, writer and comedian Josh Sankey is attempting to barter his way between New York and Los Angeles in two weeks, using bacon as currency for necessities including food, lodging, and gas. Consumers can interact with Sankey through the Twitter handle @BaconBarter or website, and cameramen are filming his cross-country journey for YouTube.

The effort is accompanied by a digital advertising campaign, run by Oscar Mayer's digital agency 360i, and print advertisements created by McGarryBowen.

“We're honored to support an iconic brand like Oscar Mayer, and we look forward to finding innovative ways to help our new client take the Wienermobile to new heights,” Olson PR president Bryan Specht said, in a statement.

Last spring, Oscar Mayer hired Morgan & Myers to work on agriculture-related PR, Lindner said. The Waukesha, WI-based agency is helping Oscar Mayer partner with suppliers and farmers to improve the health and safety of animals, she added.

Olson PR, formerly known as Dig Communications, reported $14 million in 2011 revenue. Merchant Customer Exchange (MCX), a company recently formed by major retailers to develop a mobile-payment network, also brought on Olson for pre-launch communications last month. The firm is also AOR for companies such as MillerCoors and Wrigley.

In December 2010, Dig was acquired by marketing agency Olson and renamed Olson PR. 

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