The lunch meat wars are turning into a battle of the bold.
Two years after Boar's Head launched its Boar's Head Bold lineup of intensely flavored meats, packaged-meat giant Oscar Mayer is answering with its own "bold" lineup under the Deli Fresh brand. And its ad campaign goes directly after deli-counter brands like Boar's Head.
To do so, the Kraft Foods Group-owned brand is unleashing its cantankerous Grandpa Frank character, who in a TV ad, bemoans having to wait in line for deli-counter brands, which he criticizes for being stale and "passed around more than blame at a congressional hearing."
The ad, by McGarryBowen, debuts on Monday and will be followed by other spots featuring the frank Frank "living boldly and spicing things up," according to Kraft. The Deli Fresh brand launched in 2003, but Oscar Mayer launched the bold-branded offerings just this year with flavors such as Italian Style Herb Turkey Breast and Chipotle Seasoned Chicken Breast.
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