{"id":31472,"date":"2025-07-21T06:39:41","date_gmt":"2025-07-21T06:39:41","guid":{"rendered":"http:\/\/ispot-local-2.local\/?p=659"},"modified":"2025-07-24T11:43:19","modified_gmt":"2025-07-24T18:43:19","slug":"oscar-mayer-knocks-out-above-norm-results","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/oscar-mayer-knocks-out-above-norm-results\/","title":{"rendered":"Oscar Mayer &#8220;Knocks&#8221; Out Above-Norm Results"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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\u2019s own kitchen\u2014no trip to the counter required.<\/p>\n\n\n\n<p>This approach is part of Oscar Mayer\u2019s revived \u201cKeep It Oscar\u201d platform, which seeks to inject humor and spontaneity into the brand\u2019s identity. The campaign will be rolling out across TV, streaming, and digital channels.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to one of the ads in the new campaign.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075723\/iSpot-Grey-Goose-Creative-Spotlight-Template-v1-3.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :15 &#8220;Knock Knock&#8221; earned high marks from American viewers for the overall Watchability of the ad, as well as its ability to break through the clutter:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>In addition to Attention, Likeability and Watchability, the &#8220;Knock Knock&#8221; :15 also came in at above-average relatability vs the packaged foods industry one-year norm.<br \/><br \/><\/li>\n\n\n\n<li>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.<br \/><br \/><\/li>\n\n\n\n<li>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.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075718\/iSpot-Oscar-Mayer-v1_01-2.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;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):<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>This ad outpaced the other new &#8220;Neighbor&#8221; spot in the campaign, suggesting media plans favor &#8220;Knock Knock.&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075716\/iSpot-Oscar-Mayer-v1_02-2.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075624\/iSpot-Oscar-Mayer-v1_03-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>iSpot media measurement reports an appropriate but small favoring of &#8220;Knock Knock&#8221; on linear and streaming since 6\/9\/25 (through 6\/22\/25):<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>However, media placements are tracking below norm suggesting some optimizations of programming, dayparts, networks, etc. could be examined.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075728\/iSpot-Oscar-Mayer-v1_04-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/22064438\/iSpot-Oscar-Mayer-v2_05-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Knock Knock&#8221; 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:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>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.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075732\/iSpot-Oscar-Mayer-v1_06-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments on &#8220;Deli Fresh: Knock Knock&#8221; :15<\/strong><\/p>\n\n\n\n<p>\u201cThis ad for Oscar Mayer makes me want a good sandwich with rye bread. I&#8217;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.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cI laughed when the guy thought he was at a deli and ordered a sandwich, when he was actually at someone&#8217;s home and ordered from their window. It was super amusing and attention-getting.\u201d<br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p>\u201cOscar 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!\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI liked all of the colors and visuals included in the ad! It was bright and fun and made me wanna buy some!\u201d<br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p>\u201cI liked the ad because it had some humor but also showed the Oscar Mayer deli lunch meat well.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cIt 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&#8217;d eat it.\u201d<br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p>\u201cIt 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.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI think the ad shows that Oscar Mayer is trying to go more of a deli-type slice instead of a process-type meat.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cOscar Mayer Deli Fresh is super fresh and could lead one to believe it\u2019s actually from a deli.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Knock Knock&#8221; easily outpaced a recent Spam :15 but trailed Boar&#8217;s Head :60 &#8220;Dedication&#8221;:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>However, Oscar Mayer\u2019s :15 &#8220;Knock Knock&#8221; was as persuasive as the competitive :60, suggesting the brand consider additional budget if possible.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075737\/iSpot-Oscar-Mayer-v1_07.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075621\/iSpot-Oscar-Mayer-v1_08-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>With rich historical data, iSpot&nbsp;modeled&nbsp;the past&nbsp;three&nbsp;years&nbsp;of Oscar Mayer ads to break down the key creative KPIs behind those driving stronger consideration:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The Optimal Profile below (on the right side of the chart in blue) reveals that a balanced approach across all the KPI&#8217;s have set high-performing Oscar Mayer ads apart.<br \/><br \/><\/li>\n\n\n\n<li>&#8220;Knock Knock&#8221; far surpassed the brand\u2019s 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.<br \/><br \/><\/li>\n\n\n\n<li>Armed&nbsp;with&nbsp;this&nbsp;information on each of Oscar Mayer\u2019s creatives (ads can be pretested to confirm potential even before airing), the media team is empowered to allocate budget accordingly to optimize business results.<br \/><br \/><\/li>\n\n\n\n<li>Note that other brands will have their own unique Optimal profiles.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/18075619\/iSpot-Oscar-Mayer-v1_09-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> 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\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: Johannes Leonardo<\/i><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019s own kitchen\u2014no trip to the counter required. This approach is part of Oscar Mayer\u2019s&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":31473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/31472"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=31472"}],"version-history":[{"count":7,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/31472\/revisions"}],"predecessor-version":[{"id":31481,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/31472\/revisions\/31481"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/31473"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=31472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=31472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=31472"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=31472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}