Problem: Oberto had the only all-natural product in the category. However, they had no campaign platform, were being dramatically outspent by category leader, Jack Links, and struggled with velocity (moving units off the shelves) where they were currently had distribution.
Solution: By creating the tagline, “You get out what you put in,” Oberto now had a platform on which to build all their communication messaging. The line works on a competitive level against Jack Links, a category level—addressing the value of lean protein and a human level, by conveying that results in an endeavor are directly related to the effort invested. The campaign is designed to work across all platforms, inspiring buzz-generating broadcast, digital, experiential, social.
In an effort to add some hype and PR value to the relaunch, we defined NFL Draft Day as the ultimate embodiment of our tagline because it’s the day college players around the country hope to get rewarded for all the work and effort they’ve put in. So we wrote a spot to run exclusively on ESPN the night before The Draft. And we featured a very special piece of talent who isn’t revealed until the final seconds— all-pro Seahawks cornerback, Richard Sherman. Because Richard himself wasn’t drafted until the fifth round and was last seen trash-talking at the end of NFC Championship game, it made for an interesting PR story to have him be the one welcoming the new players to the league.
Richard Sherman’s Draft Eve Welcome
The Little Voice In Your Stomach
We all have a little voice in our head that gives us sound advice. But as it turns out, there’s a Little Voice In Your Stomach as well. And that voice is ESPN anchor, Stephen A Smith, who lives in an 80’s-style bachelor pad in all of our stomachs. The campaign allows us to convey all the product benefits and also use US World Cup Team Captain, Clint Dempsey, Seahawks cornerback, Richard Sherman and professional snowboarder, Louie Vito, in interesting and memorable ways.
Little Voice – Louie Vito
Little Voice – Clint Dempsey
Little Voice – Richard Sherman
Behind-The-Scenes Photo Gallery