SEATTLE -- On May 18, Oberto Beef Jerky unveiled its Heroes of Summer digital campaign, spotlighting four individuals for their personal achievements and determination.
The campaign features Richard Sherman, a Seattle Seahawks defensive back; Randy Pierce, a marathon runner/mountain climber who lost his sight because of a neurological disease; Adrianne Haslet-Davis, an aspiring dancer and dance instructor who lost her foot in the Boston Marathon bombing; and Brady Wein, a six-year-old who was diagnosed with leukemia at three months old.
“Oberto is honored to shine a light on everyday heroes across America—from those overcoming overwhelming obstacles to those supporting their communities—that embody our brand message of ‘You Get Out What You Put In’,” said David Lakey, vice president of marketing at Oberto Brands. “Our Heroes of Summer program aims to inspire Oberto consumers with diligence, perseverance and optimism, that they can achieve their personal goals and overcome life’s hurdles.”
Oberto worked with each person to capture and chronicle on film their drive in defying the odds and showing any dream is possible with the power of belief, effort and hard work.
In the films, Sherman makes a surprise visit back to his Compton, Calif., high school, giving a speech to students about reaching for more in life; Pierce goes on a quest to conquer all obstacles in a Tough Mudder competition; Haslet-Davis stops traffic as she foxtrots at the site of the Boston Marathon finish line; and Brady and his dad give a speech to “Brady’s Bunch,” a boys’ lacrosse program his dad created.
These mini-films will be showcased at the Oberto Heroes of Summer microsite, Heroes.Oberto.com. The Sherman and Pierce videos debuted May 18, and the others will follow in June.
Paid social media engagement across Facebook, Twitter and YouTube will drive Heroes of Summer, which was created by Positivity. It also will receive support through Oberto-branded point-of-purchase (POP) displays at major retailers across the country. Consumers also will be able to share their own story of person triumph or inspiration through the “Heroes of Summer” contest, where they will have a chance to win a Toyota 4-Runner.
Founded in 1918, family-owned Oberto Brands, Seattle, is a leading all-natural jerky snacks company. Its products are found in all retail channels and online. Brands include Oberto All-Natural Jerky, Pacific Gold, Lowrey's and Oberto Classics.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.