Positivity, Oberto Talk with the ‘Little Voice Inside Your Stomach’

By Erik Oster 

Positivity continues its “Little Voice Inside Your Stomach” campaign for Oberto, featuring ESPN personality Stephen A. Smith as the embodiment of hunger.

In “Gronk Working On His Brackets,” Smith shouts at Patriots star Rob Gronkowski asking him what he’s doing. Gronk replies that he’s working on his brackets, playing on the word which in this case refers to the shelves he’s putting together. When Smith asks for some Oberto Beef Jerky for a snack, Gronkowski replies that he’s “all about the lean protein” and obliges. Another spot sees Smith call a foul on Seahawks star Richard Sherman while he’s shooting some hoops, while also playing on the term “double threat.” In both cases, the humor falls painfully flat, even if the celebrity appearances allows the brand to continue to push the “lean protein” snack angle for consumers with an active lifestyle, exemplified by the “You Get Out What You Put In” tagline. The media buy reflects the approach, with the spots broadcasting on ESPN networks, CBS Sports, NBC Sports, Spike, FXX, USA and Comedy Central.

Oberto also announced today that it will beef up its sports endorser roster with San Francisco Giants right fielder Hunter Pence and action sports icon Travis Pastrana. As part of the sponsorship with Pastrana, Oberto will also become the official beef jerky sponsor of Nitro Circus, the action sports touring show which Pastrana founded. 

“As athletes at the top of their game, Rob, Hunter and Travis are the perfect embodiments of what we stand for here at Oberto,” said Mike Ginal, vice president of marketing, Oberto Brands. “Their performance on the field is indicative of the work they put in off-field, so we couldn’t be more excited to add them to the Oberto family and have them join Richard and Stephen A. in helping to deliver our brand message and further educate consumers on the importance of hard work and lean protein.”

Creative Agency – Positivity
Media Planning – Horizon Media
Media Buying – Sherwood