Ah, the holidays—football on TV, family gathered around, and a whole lot of food. But this year, something unexpected popped up during Thanksgiving football that had everyone buzzing. It wasn’t just the game or the turkey leftovers; it was an old-school Oscar Mayer ad. Yes, that ad—the one that taught us how to spell “b-o-l-o-g-n-a.”
But this wasn’t an exercise in nostalgia for its own sake. Oscar Mayer took a tune, a fully-fledged earworm, from their 1974 bologna jingle and turned it into something fun, fresh, and completely modern with their “Sing to Pay” campaign. They didn’t re-air the commercial; they reinvented it as an interactive experience for old and young fans alike.
Let’s talk about how they nailed it—and what brands can learn from this nostalgic yet innovative campaign.
When nostalgia hits differently
There’s something about hearing an old jingle that instantly takes you back. Oscar Mayer knew exactly what they were doing when they brought back their classic ad during one of the most-watched events of the year.
Rather than just replaying the old commercial and calling it a day, they asked people to sing along with the jingle. The premise was simple: record yourself singing the song, submit it, and be entered to win a $50 Instacart gift card. Suddenly, this wasn’t just an ad; it was a game—a fun, feel-good way to connect with the brand.
And the timing? Perfect. Thanksgiving football is the ultimate family moment. It’s nostalgic by nature, so weaving in a beloved ad from the past fits right in. Parents remembered it, kids got curious, and everyone joined in the fun.
Giving a 50-year-old jingle a 2024 glow-up
Here’s where Oscar Mayer really got it right. They didn’t just bank on nostalgia—they brought it into the present. But in hooking it to a modern delivery service like Instacart, they actually put the ad relevant to today’s lifestyle. After all, shopping for bologna is not a singular activity specific to the 1970s!
The campaign didn’t stop at TV screens, either. It spilled into the real world in a big way as the “Sing to Pay” tagline turned the Wienermobile into an event, putting people right inside of their ad.
Lessons from oscar mayer’s playbook
Oscar Mayer’s “Sing to Pay” campaign is a masterclass on how to turn nostalgia into marketing gold. Here are a few takeaways for anyone looking to create a campaign that sticks:
Nostalgia is your secret weapon—but don’t rely on it alone
Everyone loves a good throwback, but nostalgia alone isn’t enough. Oscar Mayer paired their classic jingle with a modern twist, turning it into an interactive contest. The result? A campaign that felt both familiar and fresh.
Give people a reason to join in
The “Sing to Pay” campaign wasn’t just something to watch—it was something to do. By inviting people to sing along, they created a sense of participation and excitement. That kind of engagement will go a long way in making connections with your audience.
Make it relevant
It was genius to tie the campaign to Instacart. It’s a very modern service that lots of people use, and so it made the campaign feel really practical and timely. For brands, the lesson is clear: find ways to connect your efforts to what’s relevant now.
Have fun with it
Let’s be honest—bologna isn’t the most glamorous product. But by leaning into humor, nostalgia, and fun, Oscar Mayer made it exciting. Marketing doesn’t have to be serious. Sometimes, a little playfulness is exactly what people need.
Why “sing to pay” is a marketing win
Instead of simply re-airing an old advertisement, Oscar Mayer produced a new commercial. They took a multi-decade-old jingle and made it interactive, relevant, and heaps of fun, sounding completely new. The campaign reminded people of the great history of the brand—not a simple feel-good tribute.
Not to mention the emotional toll. Nostalgia isn’t just about remembering the past—it’s about how it makes you feel. “Sing to Pay” tapped into those warm, fuzzy feelings while also giving people something new to talk about.
What other brands can learn
If you’re an entrepreneur or brand looking to create your marketing magic, here’s what you can take away from Oscar Mayer’s playbook:
- Lean into your history: Leveraging any sort of legacy your brand might have will be very effective. People have high levels of nostalgia, so inject it with something new.
- Engage your audience: Rather than telling people about your campaign or marketing strategy, get them involved in it. Include them in the experience—be it a challenge, contest, or an interactive component.
- Tie it to today: To make your ad appear relevant to today’s consumers, tie it in with contemporary behaviors or trends.
- Keep it light: Having fun and being humorous can help your campaign stick in the minds of people.
Wrapping it up
But besides being a brilliant throwback, Oscar Mayer’s “Sing to Pay” campaign also teaches a lesson in balancing innovation with nostalgia. They made it a moment, not just rerunning an ad. They created a campaign that would resonate across all age groups by making it fun, entertaining, and linked to modern shopping habits.
For other brands, the takeaway is simple: people don’t just want products—they want experiences, memories, and moments they can share. So next time you’re planning a campaign, take a page out of Oscar Mayer’s book. Make it interesting, meaningful, and most of all enjoyable.
Who knew bologna could be this exciting?
FAQ’s
How can brands use nostalgia effectively?
Instead of replaying previous advertisements, set a new twist to your campaign by adding interactive features and/or putting some accent relevant to today’s generation.
Why is it important to get people involved?
When people participate, they feel connected. It turns a campaign from something to watch into something to experience.
How can brands stay relevant while using nostalgia?
Tie nostalgic elements to what people care about today, like trends, platforms, or services they use daily.