Momvertisng Opps: Ore-Ida rebrands, launches first campaign since 2018 (Score 34)

Sales Lead: Get in touch now to score some of these extra campaign ad dollars. 

• Ore-Ida just kicked off "Deliciously Predictable," the brand's first campaign since 2018.
• The brand also announced it will roll out revamped packaging and new logos in 2024. 
• It will be supported across social, digital, CTV, YouTube, and OOH. 

Target demographic: Gen-X & millennial parents

The brand will likely:

• Significantly increase ad spend
• Ramp up promotional activity
• Seek new agency partners

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Ore-Ida has not aired a national TV ad since spending $6.7m in 2021.
• 2021 ad programming: It placed ads during programming such as Law & Order: Special Victims Unit, Diners, Drive-Ins and Dives, Guy's Grocery Games, Chicago P.D., and Last Man Standing.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Ore-Ida has not allocated any budget toward digital display ads so far this year.
• 2021-2022 spend: Full-year spend equaled $1.9m in 2021 and $1.6m in 2022. 
• 2022 data: 229.5m impressions via Twitter (84%), Instagram (9%), and Facebook (7%). 
• Ad location: It placed 100% of these ads directly onto twitter.com, instagram.com, and facebook.com. 

Agency analysis:

• Opportunity: Reach out if you can help Ore-Ida promote the new packaging and logo.
• Current roster:
  • Johannes Leonardo: creative AOR
  • Carat: media buying & planning

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.