Momvertisng Opps: Ore-Ida rebrands, launches first campaign since 2018 (Score 34)
Sales Lead: Get in touch now to score some of these extra campaign ad dollars.
- Ore-Ida just kicked off "Deliciously Predictable," the brand's first campaign since 2018.
- The brand also announced it will roll out revamped packaging and new logos in 2024.
- It will be supported across social, digital, CTV, YouTube, and OOH.
Target demographic: Gen-X & millennial parents
The brand will likely:
- Significantly increase ad spend
- Ramp up promotional activity
- Seek new agency partners
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Ore-Ida has not aired a national TV ad since spending $6.7m in 2021.
- 2021 ad programming: It placed ads during programming such as Law & Order: Special Victims Unit, Diners, Drive-Ins and Dives, Guy's Grocery Games, Chicago P.D., and Last Man Standing.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Ore-Ida has not allocated any budget toward digital display ads so far this year.
- 2021-2022 spend: Full-year spend equaled $1.9m in 2021 and $1.6m in 2022.
- 2022 data: 229.5m impressions via Twitter (84%), Instagram (9%), and Facebook (7%).
- Ad location: It placed 100% of these ads directly onto twitter.com, instagram.com, and facebook.com.
Agency analysis:
- Opportunity: Reach out if you can help Ore-Ida promote the new packaging and logo.
- Current roster:
- Johannes Leonardo: creative AOR
- Carat: media buying & planning
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.