Oscar Mayer is bringing back one of its most iconic ads from the past, re-airing a 1974 jingle to tease a collaboration with Instacart.
The Kraft Heinz-owned brand ran the classic "The Bologna Song" spot during a Thursday football game on CBS to celebrate the commercial's 50th anniversary.
Starring then-child actor Andy Lambros, the commercial was originally created by J. Walter Thompson and Jerry Ringlien, an Oscar Mayer executive who wrote the catchy song.
“I first taught people how to spell B-O-L-O-G-N-A sitting at the end of a dock with my fishing pole when I just 4 years old! Now, 50 years later, I never could have imagined that the commercial would become an iconic piece of American culture, cemented in so many people’s memories.
Today, the famous jingle still brings a smile to my face, and I love that it’s done the same for millions of Americans," Lambros said.
Since then, it's been referenced in everything from "The Simpsons" to a parody by "Weird Al" Yankovic.
View this post on Instagram
This time, creative agency Johannes Leonardo teamed up with Kraft Heinz's in-house agency The Kitchen to relaunch the ad, which was left completely unchanged aside from the addition of website SingToPay.com.
From December 2 to 15, Sing to Pay will make Oscar Mayer the first brand to accept singing as a form of payment, allowing fans to submit recordings of themselves singing "The Bologna Song" to receive Instacart credit for Oscar Mayer Bologna and other grocery items.
In a statement, Johannes Leonardo Executive Creative Director Lex Beltrone highlighted how the new effort bridges the gap between two different time periods.
"This is a rare chance to breathe new life into an iconic commercial while using the product to create a fun connection across generations that often don’t understand each other."
View this post on Instagram
Running across social media, the ad will also air on Thanksgiving day during the Chicago Bears vs. Detroit Lions football game on CBS.
Public relations will be handled by Zeno Group, paid media by Carat, and owned social media by The Kitchen.
With this campaign, Oscar Mayer goes back to its roots, adding new context to an iconic commercial from another era.
By taking a look at how its brand voice has evolved over the years, the company reflects on its history while looking to the future.
Oscar Mayer Commercials Through the Decades
Many other spots from Oscar Mayer's past have utilized jingles sung by children.
In the 1960s, the brand aired a catchy ad called "I Wish I Was An Oscar Mayer Weiner."
The brand also launched several other ads utilizing the "O-S-C-A-R" jingle in 1980, the 90s, and in 2005.
View this post on Instagram
During the 2010s, the brand shifted away from jingles to focus on other styles of ads. Today, the brand's social media channels mostly post memes and other content to drive engagement.
Back in June, Oscar Mayer and Johannes Leonardo also collaborated on a unique set of beauty spots.
Meanwhile, earlier this week, Johannes Leonardo helmed a campaign for Volkswagen's ID. Buzz EV Minivan's arrival in the United States.
