JWT Revives Oscar Mayer Icons For New $15 Mil. Brand Campaign

The Wienermobile and Wienerwhistle are back as the iconographic cornerstones of a $15 million campaign for Kraft Foods’ Oscar Mayer brand.
The “Just whistle” campaign, developed by J. Walter Thompson here, is the first umbrella advertising for the entire Oscar Mayer brand lineup in 10 years. The integrated campaign utilizes TV and print media, as well as consumer promotion and public relations.
The campaign was not created through incremental spending by the Madison, Wis.-based company. Instead, it was funded through a reallocation of budgets for the company’s various brands, said Kevin Scott, Oscar Mayer vice president of marketing.