Oberto Beef Jerky bolsters star-studded athlete endorser line-up
Oberto is teaming up with some of the sports world’s hottest athletes as it amps up its 2016 marketing efforts in the red hot beef jerky category. The company has unveiled that it will bolster its sports endorser line-up with NFL megastar Rob Gronkowski, baseball all-star Hunter Pence and action sports icon Travis Pastrana, who will join NFL all-pro Richard Sherman and renowned sports media personality Stephen A. Smith in Oberto’s multi-faceted 2016 marketing and advertising campaign. The campaign, which focuses on connecting the brand with active lifestyle and the benefits of its high protein products, will further build upon Oberto’s unique positioning in the explosive beef jerky category. Through the success of its recent marketing, Oberto has seen its sales, retail penetration and market share grow significantly over the past year in the meat snacks category that has boomed to over $3 billion in retail sales. Just in the last 12-weeks, Oberto grew nearly +20% vs last year and gained a full share point (Nielsen 12/19/15 All Channels).
Gronkowski, Pence and Pastrana will play a fundamental role in helping magnify Oberto’s brand mantra, "You Get Out What You Put In,” highlighting the importance of being selective in the foods and snacks active lifestyle consumers “put in” their bodies to help “get out” optimum performance. To that end, each of the athletes will star in new additions to Oberto’s popular and memorable“Little Voice In The Stomach” television spots alongside Stephen. A Smith. In the spots, Smith will reprise his role as “The Little Voice” telling the athletes the need to fuel up with Oberto’s lean protein jerky. The athletes will also be featured in a variety of digital content programs, retail activations and other high-profile, impactful marketing initiatives.
Oberto’s plan to significantly intensify its athlete endorser program and overall marketing spend comes as the market for jerky and dried meat snacks within the snack foods category continues to explode. Oberto attributes its differentiated active lifestyle marketing approach as the key driver in helping it solidify its presence as the #2 player in the jerky category, and outpacing the market in sales velocity over the past year.
“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.”
Rob Gronkowski added, "Without the time and hard work put in off the field, I definitely wouldn’t be where I am in my career today. So it’s awesome to team up with Oberto on a campaign that speaks to everything I believe in, that if you put in the work, you will achieve great results.”
In addition to the individual athlete endorser deals, through the new partnership with Pastrana, Oberto will also enter into a multi-year deal to become a North American sponsor and official beef jerky of Nitro Circus, the leading action sports and entertainment brand on the planet, which he founded. Featuring the world’s best action sports athletes performing daring and record-breaking tricks, Nitro Circus has become the most successful action sports touring show in the world -- breaking box office records across the globe as it amazes its growing legion of diehard fans. Oberto will become the official beef jerky sponsor of Nitro Circus, with its brand being featured in fun and inventive ways at the sold out live events, as well as endorsed by the action sports collective’s popular line-up of riders through a wide array of marketing and advertising initiatives, including an all-new digital video series highlighting the "You Get Out What You Put In” campaign.
Under the Nitro Circus agreement, Oberto will have an in-stadium presence during each of the live shows on the North American tour. Nitro Circus will also create stunts that creatively incorporate the Oberto brand.
Pastrana added, “Through our partnership with Oberto, we are excited for the opportunity to connect our fans with such an innovative, healthy and delicious snack. It’s rewarding to partner with a brand that speaks to what we believe in, that in order to perform our best and give our fans the best show possible, we need to put in the work.”