Oscar Mayer has launched a campaign for its Deli Fresh line for the first time in ten years, in partnership with agency Johannes Leonardo. It aims to convey the idea that one can turn everyday sandwiches into something deli-worthy in one’s own kitchen—no trip to the counter required.
This approach is part of Oscar Mayer’s revived “Keep It Oscar” platform, which seeks to inject humor and spontaneity into the brand’s identity. The campaign will be rolling out across TV, streaming, and digital channels.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to one of the ads in the new campaign.
The Details:
- The :15 “Knock Knock” earned high marks from American viewers for the overall Watchability of the ad, as well as its ability to break through the clutter:
- In addition to Attention, Likeability and Watchability, the “Knock Knock” :15 also came in at above-average relatability vs the packaged foods industry one-year norm.
- While the Funny approach was appreciated and successful, the ad still centered the brand and product itself, both selected as the Single Best Things about the creative at higher than norm rates.
- With 76% of American viewers successfully recalling Oscar Mayer after a single exposure (unaided) and 64% reporting a higher likelihood of purchase, this new spot outpaced both category benchmarks by +10 pts.
- In addition to Attention, Likeability and Watchability, the “Knock Knock” :15 also came in at above-average relatability vs the packaged foods industry one-year norm.
- “Knock Knock delivered at- to above-norm resonance across age/gender, ethnicity, and whether or not children were present (but more successful among those with kids):
- This ad outpaced the other new “Neighbor” spot in the campaign, suggesting media plans favor “Knock Knock.”
- iSpot media measurement reports an appropriate but small favoring of “Knock Knock” on linear and streaming since 6/9/25 (through 6/22/25):
- However, media placements are tracking below norm suggesting some optimizations of programming, dayparts, networks, etc. could be examined.
- “Knock Knock” sparked an array of positive emotions in viewers beyond the humor, with Yummy, Authentic, Healthy, and Prodtastic responses linking to strong craveability, and Memorable and Quirky response relating to the creative execution:
- Viewers got the message of freshness while appreciating the light-hearted and creative approach to presenting the Deli Fresh meats. The :15 was efficient and effective in sparking interest and reminding viewers of the product.
Sample comments on “Deli Fresh: Knock Knock” :15
“This ad for Oscar Mayer makes me want a good sandwich with rye bread. I’m craving turkey and Swiss cheese with lettuce, tomato, and mayonnaise on well-seeded rye bread. I will buy Oscar Mayer deli meat next time I go to the supermarket.”
Female 36-49
“I laughed when the guy thought he was at a deli and ordered a sandwich, when he was actually at someone’s home and ordered from their window. It was super amusing and attention-getting.”
Female 50+
“Oscar Mayer stands for yumminess and nostalgia! Anything that is Oscar Mayer, I will always buy! So yes, I really love their products! ALL of them!”
Male 36-49
“I liked all of the colors and visuals included in the ad! It was bright and fun and made me wanna buy some!”
Female 21-35
“I liked the ad because it had some humor but also showed the Oscar Mayer deli lunch meat well.”
Male 50+
“It was funny and the sandwich looked delicious. I completely understood that they wanted it to look so good. it looked freshly sliced from a deli. I’d eat it.”
Female 21-35
“It was different than the other Oscar Mayer commercials I have seen in the past. I would say, in my opinion, it is one of their better ads.”
Male 36-49
“I think the ad shows that Oscar Mayer is trying to go more of a deli-type slice instead of a process-type meat.”
Male 36-49
“Oscar Mayer Deli Fresh is super fresh and could lead one to believe it’s actually from a deli.”
Female 36-49
- “Knock Knock” easily outpaced a recent Spam :15 but trailed Boar’s Head :60 “Dedication”:
- However, Oscar Mayer’s :15 “Knock Knock” was as persuasive as the competitive :60, suggesting the brand consider additional budget if possible.
- With rich historical data, iSpot modeled the past three years of Oscar Mayer ads to break down the key creative KPIs behind those driving stronger consideration:
- The Optimal Profile below (on the right side of the chart in blue) reveals that a balanced approach across all the KPI’s have set high-performing Oscar Mayer ads apart.
- “Knock Knock” far surpassed the brand’s Optimal Profile in Likeability and Relevance while generally meeting Optimal Attention and Change. As such, on the left side of the chart, this :15 placed in the upper right-hand quadrant of brand ads, signaling a higher purchase intent impact.
- Armed with this information on each of Oscar Mayer’s creatives (ads can be pretested to confirm potential even before airing), the media team is empowered to allocate budget accordingly to optimize business results.
- Note that other brands will have their own unique Optimal profiles.
- The Optimal Profile below (on the right side of the chart in blue) reveals that a balanced approach across all the KPI’s have set high-performing Oscar Mayer ads apart.
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: Johannes Leonardo