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LOS ANGELES Oberto Sausage Co. is launching its first national advertising this week with a television-oriented campaign by independent Ground Zero, according to Tom Ennis, vp of marketing.
The “Don’t be a sidekick. Eat like an alpha” campaign uses comedic situations wherein the dominant, admired character is the Oberto snacker. One spot set in a police station shows a female cop styling herself mannishly to copy her alpha-male partner.
Ennis, who came to the company from Brinker International a year ago, said that the campaign was preceded by months of research, including segmentation and ethnographic studies, to determine the self-confident “leader of the pack” young males to target.
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