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My Bologna Has a First Name
When I start singing- “My bologna has a first name,” more than likely, you can finish the lyric. Oscar Mayer’s iconic jingle has transcended generations and is known worldwide.
So why would their new agency chose to axe the song?
McGarryBowen Agency, a unit of Dentsu Holdings, was awarded the Oscar Mayer account in May adding Oscar Mayer to Dentsu’s growing list of Kraft accounts including Maxwell House, Lunchables, Philadelphia Cream Cheese, Miracle Whip and Kraft singles.
Timothy Scott, managing partner for McGarryBowen, said he wanted to refresh the brand and get away from the product-specific ads.
“There was an opportunity for the brand to get back to that sort of joy and exuberance that I think the brand has used throughout the years,” Mr. Scott said. “It also offered the opportunity, in our minds, to take the entire product portfolio, and was there a way to align it under one idea when they hadn’t done it in forever? What we did not want to do was write jingles. We intentionally stayed away from having them sing about individual products — we didn’t want people singing about hot dogs or bologna, we wanted to capture the spirit of the brand,” Mr. Scott said. “I think those jingles, they’ll still live on in different places and in different touchpoints, but oftentimes certain jingles can hearken back to yesteryear.”
Click here to read the article and hear the song.
-Jessica V.
