Schaeffler Foods' seasoning brand, Mike's Amazing, has unveiled the latest edition of its “When It's On, It's On” campaign, this time starring award-winning actor Jason Alexander in a series of commercials.
The campaign continues to “right the wrong” when it comes to food faux pas, with footage of Jason berating poor food choices at restaurants (who orders tilapia at a restaurant?) and public displays of affection. Paying homage to his extensive character acting career, Jason plays eight different characters, including a teenage girl, a cook ordering food, a woman on a date, and of course himself.
“I loved the idea of ​​Mike's Amazing to portray the extraordinary types of people I saw hanging out at the local diner when I was a kid,” Jason said. “It was a nostalgic day spent eating delicious sandwiches with the incredible creators and crew. Congratulations to everyone who made it happen.”
Founded in 2016, the Mike's Amazing brand is the fastest growing condiment brand in the Northeast. It's well known among sports fans as the official mayonnaise, mustard and vegetable oil of the Yankees, Mets, Rangers, Devils, Phillies, Flyers, Red Sox and Bruins. The competitive spirit and intense pride in the product that the brand embodies served as the basis and inspiration for the tone of the creative campaign.
“We are passionate about being the best and we don't compromise,” said Michael Loeffler, founder and CEO of Mike's Amazing/Scheffler Foods LLC. “If we're going to compete with the century-old giants in the industry, our products have to be competitive and our creativity has to stand out.”
This is the second installment of the brand's Effie Award-winning “When It's, On Its On” campaign and was created in collaboration with creative agency Havas New York, with talent sourcing handled on behalf of the brand by its official partners.
“Mike's Amazing is a challenger brand in the condiment industry, and this campaign is designed to elevate our brand presence and shake up the industry by showcasing the brand's uncompromising stance,” said Michael Kurland, chief financial officer, Mike's Amazing/Scheffler Foods LLC.
“Northeast diners are iconic, filled with unspoken rules and die-hard clientele,” says Dan Lucey, co-CEO and CCO of Havas New York. “Their love of food has nothing to do with status or class; they're simply committed to being the best, and that passion permeates the entire Mike's Amazing brand.”
The new campaign will launch on May 25 across broadcast, connected TV and other digital channels and includes the two aforementioned spots – “Tilapia” and “Diner Date.”
