|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
Ore-Ida launches ‘Ore-Ida or Nothing’
|
|
Saturday, 18 April, 2026, 16 : 00 PM [IST]
|
|
Pittsburgh & Chicago, USA
|
Ore-Id launches ‘Ore-Ida or Nothing’, a new creative platform reinforcing the brand’s legacy of innovation and unbeatable quality. Brought to life through a new campaign starring Keegan-Michael Key, the platform celebrates a simple truth that it has been proving for over 70 years.
Founded in 1952, the company turns potatoes grown in Oregon and Idaho into simple, flavourful favourites that make ordinary meals more memorable. The founders - Grigg brothers, invented Tater Tots by repurposing the remaining potato pieces from French fry production – turning what was left over into one of Ore-Ida's most iconic creations. As the number one branded leader in frozen potatoes, Ore-Ida continues to define and push the category forward.
Claire Lukaszewski, senior brand manager, Ore-Ida, said, “As the inventor of Tater Tots, we’ve spent decades setting the standard for what great potatoes should taste like. With ‘Ore-Ida or Nothing,’ we’re reminding consumers of something we can say with confidence: Ore-Ida out potatoes all other potatoes. There’s a difference you can taste - and it starts with the original.”
The first campaign within the new platform, ‘imi-taters’, stars Keegan-Michael Key who appears as himself alongside a lineup of exaggerated, over-the-top imitation characters - or imi-taters - each attempting, and failing, to replicate the original.
“This campaign allowed me to do what I love most - dive in and create some really fun characters. And it all comes back to a pretty simple idea. Which is- that you can try to copy something great, but there’s always something just a little off. That’s what made creating these ‘imi-taters’ so fun. They can come close, but are never as good as the original, which is exactly what makes Ore-Ida stand out,” said Key.
|
|
|
|
|
|
|
|
|
|