One of the latest brand names attempting to reel in the rapidly growing health-conscious consumer is Oscar Mayer. Tom Bick, Oscar Mayer’s marketing and advertising director, readily admits consumers are avoiding processed foods, and artificial preservatives.
As a result, Kraft has launched a huge ad campaign that includes a brand of cold cuts they call “Oscar Mayer Selects” which touts “no artificial preservatives”. Ads will also promote Oscar Mayer Selects bacon and hot-dog varieties — New York and Chicago-style.
The overall ad campaign called “It’s Yes Food,” is handled by the ad agency Dentsu’s McGarryBowen in Chicago, and includes TV, print and digital, plus a sponsorship of an episode of ABC’s “Modern Family”.
Clever spots also features a family whose mom says “no” to a lot of things — including her husband Facebook-friending the babysitter — but yes to Oscar Mayer Selects.
Kraft has pulled out the big Madison Avenue guns!
Dentsu Incorporated is one of the largest advertising agencies in the world and has acquired McGarryBowen, whose clients include Marriott International, J. P. Morgan, Hewlett-Packard, Chevron, Crayola, Chase, The Wall Street Journal, Disney, Inbev, Century 21, Verizon Wireless, Burger King, Sears and Learning Leaders.
Ad Age claims regular Oscar Mayer lunchmeat continues to lead the sliced lunchmeat category with a 20.8% share, but sales have stagnated with a paltry increase of just 0.46% in the year ending March 18.
However, sales of Oscar Mayer’s “Deli Fresh” meats, whose shaved turkey breast includes potassium chloride, sodium diacetate and sodium nitrate, grew by 12.4%, to $482.9 million. Sales of the thicker “Carving Board” lineup more than doubled to $58.6 million.
Selects is the only Oscar Mayer lunchmeat brand making the no-preservatives claim, which ad Age notes is emerging as a popular messaging tool for meat marketers.
Companies like Kraft and Hormel have learned that associating the word “natural” with your product increases sales.
Hormel recently expanded its “Natural Choice” lunchmeat lineup to include smoked and chicken sausage, despite the fact that sausage and smoked meats are processed meats and anything but natural.
Ad Age notes the brand was introduced in 2006 as “the first 100% natural, no-preservatives sandwich-meat brand to be nationally distributed,” according to Hormel.
All Processed Meat is UN-Natural and Carcinogenic
Susan Levin, a dietitian and director of nutrition education for the Physicians Committee for Responsible Medicine, told Ad Age the new Oscar Mayer packaged-meat brands are still processed meats, and the risk associated with consuming processed meats are not mitigated by excluding artificial preservatives.
In other words, Kraft’s slick and hugely expensive Madison Avenue “It’s Yes Food” ad campaign is a complete and total sham.
On reviewing the nutrition labels, Levin pointed out that the ham, for instance, includes cultured corn sugar and sodium phosphates.
“The abundance of research showing the risk associated with processed meat consumption and colorectal cancer risk readily admits the cause could come from any one or several components of processed meats, including iron or fat content, nitrates/nitrites, smoking, curing, or other preserving methods,” she said.
There’s no such thing as natural or organic sausages, sandwich-meat, lunchmeat, or hot dogs, because processing meat is artificial.
Meat companies that label their products natural or organic may use natural sources of preservatives like celery powder or celery juice, but they are still high in nitrates.
And processed meat products labeled “natural” or “organic” contain just as much or more of the cancer-linked nitrates as that of conventional processed meats. The nitrates found in processed meats are converted into nitrosamines which are associated with cancer.