SEATTLE -- All-natural jerky brand Oberto has debuted a multi-million dollar spring ad, marketing and promotional campaign designed to further grow and differentiate Oberto's position in the exploding $3 billion plus meat snacks category.
Capitalizing on the obsession with college basketball, Oberto has aligned with iconic personality Dick Vitale for a series of on-and-off air marketing activations that launched on March 9.
Oberto is also expanding its partnership with the Tough Mudder obstacle course series, and will launch heavy support with national TV advertising featuring the men's and women's winners of the 2014 World's Toughest Mudder event.
The new national television spots featuring Vitale and Tough Mudder are airing on several cable networks.
Vitale stars in the brand's "Little Voice in the Stomach" spots that feature his trademark catchphrases and energy. The spot will air in heavy rotation during college basketball conference tournament action on ESPN and during the NCAA Men's Basketball Tournament airing across Turner Sports programming on TNT, TBS and TruTV. The spot will also run on other cable networks including Comedy Central, AMC, Spike and The Esquire Network.
Also headlining the marketing program is the "Win a VIP Trip With Dick Vitale" promotion. To enter, consumers upload their best 15-second-or-less "Dickie V" impression. The winner will receive an all-expenses paid VIP trip for four to meet Vitale.
New point-of-sale (POS) displays featuring Vitale's image will hit retail and call out details of the contest. On the digital front, Oberto is focusing its efforts on college sports sites ESPN.com and CampusInsiders.com.
This spring will also see Oberto return to obstacle course series Tough Mudder. In its second year as the official beef jerky of Tough Mudder, Oberto will launch a multi-tiered effort to directly connect to the hundreds of thousands of active-lifestyle individuals who take part in the extreme challenges as well as magnify its affiliation with this obstacle circuit on a national level.
Oberto has enlisted 2014 World's Toughest Mudder Champions Amelia Boone and Ryan Atkins. Each will be featured in all-new "Little Voice in the Stomach" spots that show them racing through Tough Mudder obstacles and the call out from their "little voice" for high-in-protein Oberto Beef Jerky.
"The Oberto partnership is helping us continue to grow our global team of Mudders through shared experiences and active lifestyles," said Jerome Hiquet, CMO, Tough Mudder. "Tough Mudder and Oberto share values of teamwork and fun, and the opportunity to reach new audiences through a national television ad is a big step for our brand."
On site at all U.S. and Canadian 2015 Tough Mudder events, Oberto and Tough Mudder have teamed up to introduce an all-new obstacle: The Oberto Beef Jerky "Beached Whale." Participants will need to protein up to conquer the Oberto Beef Jerky "Beached Whale," an enormous inflatable that will require team members to help each other to successfully scale this massive challenge.
Additionally, Oberto will implement onsite sampling and fan engagement activities at each event.
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.
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