Marketing In The News

Ore-Ida    


After 5 years of quietly sitting among the top of the frozen potato game without any ads, Ore-Ida has started a new ad campaign hammering home the idea that they are the most consistent and predictable around. It comes as part of a larger effort by parent Kraft-Heinz to revamp their legacy products. The  article stood out to me because of the fact that they haven't felt the need to put out any ads for the last 5 years. The article highlights that the new campaign includes a more colorful packaging, a fairy-tale style ad with singing animals and trees, with the ad conveying that Ore-Ida's potatoes are more reliable and delicious than anything else around. Other companies under Kraft-Heinz, namely Jell-O and Kraft Singles, have undergone renovations to modernize their brands, and this seems to be a continuation of that effort. Kraft-Heinz has also recently experienced a change in leadership, which may be related to recent branding changes. I believe the value proposition of Ore-Ida is providing reliable and consistent products that won't disappoint, and I believe all of Kraft-Heinz follows this value proposition as well. The article suggests that this new campaign is aimed to catch the attention of millennials. I think this rebrand is evidence that Ore-Ida is pretty confident that they are on the top of their niche, and they just are releasing a little reminder that they got the best fries and tater tots around. The revamp is interesting, pretty safe, but I think they can afford to be because so many people know their brand already. If I was the one to take on this task of advertising for Ore-Ida, I honestly probably wouldn't do much different in their position, but part of me feels like they couldn't have taken more risks with this campaign. The ad could have included more of why their frozen potatoes are the best around. They didn't really talk about their product much, the subtlety is not a bad approach but what convinces me to get a product is why it's better than the others around it. With that being said, their approach is definitely understandable and might make more sense for them with the position they are in in the market.

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