Millennial Parents Opps: Oscar Mayer rolls out campaign to promote Scramblers (Score 45)

Sales lead: Contact this brand's DMs now if you can help it advertise the new offering. 

• Oscar Mayer (OM) is promoting its new Scramblers breakfast with a campaign called "Scramble Your Morning."
• The push will be supported across TV, social media, and OOH. 
• OM's creative AOR, Johannes Leonardo, and its media AOR, Starcom, worked on the campaign. 
• Scramblers are available in Bacon & Velveeta, Ham & Colby Jack, and Wiener & Cheddar. 
• We told you about OM rebranding the Wienermobile in June. 

Target demographic: Millennial parents

The brand will likely:

• Launch additional new products
• Increase promotional activity
• Ramp up ad spend over the next several months

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: OM spent nearly $11.6m on national TV ads YTD, a 14% decrease from $13.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 32% from $14.5m in 2021 to $19.1m in 2022. 
• Ad programming: It placed ads during programming such as The King of Queens, Law & Order: Special Victims Unit, Two and a Half Men, Mike & Molly, and Reba. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: OM spent about $2.1m on digital display ads YTD, a 25% decrease from $2.8m spent in this channel during the same time period of 2022. 
• YTD data: 282.4m impressions via Facebook (46%), Instagram (32%), and YouTube (22%). 
• 2021-2022 spend: Full-year spend fell 49% from $7.5m in 2021 to $3.8m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Additional channel insights  

• Vivvix: OM also invests in print and local broadcast.

Agency analysis:

• Opportunity: You will likely have the best shot at picking up social or digital duties. 
• Current roster:
  • Johannes Leonardo: creative AOR
  • Starcom Worldwide: media AOR
  • ICF Next: experiential