Oscar Mayer Puts Commercials into the Audience’s Hands via Integration with Innovative Mobile App

Grandpa Frank Jumps from TV to Mobile in New MONTAJ App


Thursday, May 16, 2013 9:00 am EDT



To amplify the viral success of its new “Grandpa Frank” character, Oscar Mayeris leveraging a groundbreaking new mobile application, MONTAJ, which gives consumers and fans of the character the opportunity to insert his hilarious remarks right into their own commercials.

Oscar Mayer is the first brand to work with MONTAJ, which has been recognized for its ability to distill the expertise of a Hollywood camera crew into a user-friendly mobile program. With one shake of the phone, the video is automatically edited with a custom filter and soundtrack for web-optimized, high-quality, shareable video content. The technology will enable consumers to become directors and create, star in and share their own Oscar Mayer commercials alongside Grandpa Frank, whose hilarious transparency in the “What You See Is What You Get Food” television campaign has been viewed more than 250,000 times online

“Grandpa Frank has been so well received by our fans that we knew we had to take him beyond the TV screen,” said Oscar Mayer Senior Marketing Director, Tom Bick. “Dual screen experiences are an integral part of television watching, and MONTAJ provided the perfect platform to bring Grandpa Frank to mobile.”

From May 16 through June 13, 2013, MONTAJ users can create their own Oscar Mayer commericals by inserting Grandpa Frank’s “Frankisms” into their original video storyboards. Once completed, projects are published on the MONTAJ app and the official Oscar Mayer YouTube page. Users can also share videos on their social media pages with the hashtag #TransparentGrandpa.

Oscar Mayer will track and share top #TransparentGrandpa films on the brand’s Facebook, Twitter and YouTube channels. Make your own commercial, and who knows? Your video might become the next internet sensation.

“We knew we wanted to work with a progressive company that was not only willing to invest its resources in a start-up, but also one that would have a lot of fun in the process,” said Demir Gjokaj, CEO and co-founder of MONTAJ. “We’re thrilled that Oscar Mayer decided to embark on this storytelling journey with us. Their vision for successful brand activation is truly at the forefront of innovation.”

Grandpa Frank memes and top consumer-generated MONTAJ videos will be highlighted through the brand’s Facebook, Twitter and YouTube pages. Additionally, Grandpa Frank will take over the Oscar Mayer Twitter handle for the entire day on May 16, 2013, responding to fans and sharing new “Frankisms.”

The program is being supported by digital media buys including mobile inventory and social amplification, public relations efforts and influencer outreach, and will be promoted throughout Oscar Mayer social channels. It also coincides with the Deli Fresh television commercial, featuring Grandpa Frank, that began airing nationally in March.

iPhone users can start production on their own Oscar Mayer commercials by downloading the free MONTAJ app at Montajapp.com or in the iTunes App Store. To learn more about the Oscar Mayer-MONTAJ integration, consumers can visit www.facebook.com/oscarmayer. There will also be a short tutorial featuring Grandpa Frank and user-generated videos at www.youtube.com/user/oscarmayer.


Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America’s largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include KraftMaxwell HouseOscar MayerPhiladelphiaPlanters, VelveetaCapri SunJELL-O and Lunchables. Kraft’s 23,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft is a member of the Standard & Poor’s 500 and the NASDAQ-100 indices. For more information, visit www.kraft.com and www.facebook.com/kraft.


MONTAJ is the creative tool for our generation. Its mission is to revolutionize mobile video by putting the user in control of their story. It’s an iPhone app that turns life’s moments into amazing, fully edited video with a simple shake of the wrist. Shoot clips, shake to edit and share with the world. MONTAJ cuts through tedious decisions that block the creative spark, and proves once and for all that anyone can make incredible movies—in real time. The MONTAJ social network effortlessly shares these stories and brings you the best moments that your friends, family and favorite personalities share on video.


Oscar Mayer
Sydney Lindner, 608-285-6820
Olson PR
Stephanie Zipp, 312-854-7521


  Kraft Heinz

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