Kraft Heinz’s frozen potato brand Ore-Ida is back with its “Deliciously Predictable” French fries in the first ad campaign in five years. And the ad is intriguing with Disney magic on the brand’s humble potato.
Johannes Leonardo, the creative agency, has brought back Ore-Ida with a live-action musical number with animated animals reminiscent of Mary Poppins, with hints of The Little Mermaid. Jackie Britva, a senior brand manager for Ore-Ida at Kraft Heinz, said Deliciously Predictable will serve as the brand’s creative North Star for all work moving forward.
He said Ore-Ida has always been a lighthearted and comedic brand. “Our new creative platform allows us to marry that tone with predictability, breathing new excitement into the traditionally duller idea of certainty. Through the delightfully irrelevant vignettes in our anthem spot, we leverage everyday idioms and examples of certainty in new and unexpected ways with the goal of reminding our fans that when it comes to your potatoes, predictability is preferred.”
Jan Jacobs, co-founder and creative chairman of Johannes Leonardo, says each vignette introduces a beautiful moment of certainty and a character within it singing its praises. “Partway through the song, there is a detour into uncertainty. But the tension is quickly resolved, closing with a big finale with all the characters on stage at once, delivering a majestic opus to Ore-Ida potatoes.”
The executive described the latest ad campaign as a spectacular journey of craft, from creating homemade prosthetics for the characters, hand-painted background scenery that draws inspiration from the landscapes of Oregon and Idaho to the hand-drawn 2D animation that seamlessly integrates into the film, the level of craftsmanship across the board is second to none.
Directed by Will Wightman and BlinkInk, the ad begins with a young couple in a kitchen waiting for their French fries to be done in the oven. The man highlights Ore-Ida’s old slogan “When it says Ore-Ida, It’s All-Righta!” the camera then pans to the window and transforms into a full-blown musical, with singing trees and animals and a sprinkling of cartoon characters amid live-action scenes.