Bagel Bites seeks 'bopper' to remix its jingle

Dive Brief:

Kraft Heinz brand Bagel Bites is commissioning its first "Bagel Bites Bopper" to remix its jingle from the '90s that includes the lyrics "pizza in the morning, pizza in the evenin', pizza at suppertime," the brand announced.
Contestants can perform their songs and upload their video submissions at bagelbops.com until Dec. 10, the company said. Consumers can follow the contest on its Instagram, TikTok, Facebook and Twitter pages.
Hoping to inspire consumers looking for ways to stay entertained while stuck at home, the brand will feature the winning jingle across its social media channels and award $10,000 to the winner, who will earn the title of "Bagel Bites Bopper."

Dive Insight:

With consumers looking for ways to keep themselves safe and entertained during the COVID-19 pandemic, Bagel Bites wanted to offer up the chance for at-home musicians to win $10,000 and receive a year's supply of the company's snacks, Maya McDonald, brand activations lead for Bagel Bites pizza snacks, said in a statement. In its announcement, the company poked fun at the idea that the coronavirus pandemic has sparked even more pizza consumption, making its jingle from the '90s relevant to 2020.

It's true that packaged foods have experienced a sales surge during the pandemic as consumers stock up to avoid leaving their homes. As a result, a number of consumer packaged goods brands have gotten a boost, including Bagel Bites parent Kraft Heinz, whose sales growth of 6% during its most recent reported quarter beat analysts' expectations.

While tapping into consumers' creativity for user-generated content isn't new, the focus on revamping existing jingles has gained steam as music has become a bigger part of marketing efforts in the digital streaming era. The trend seems to have picked up recently as marketers and consumers seek out the comfort of previously popular jingles and try to reimagine for a new era. The companies asking their fans to remix or re-record their jingles includes Popeyes, Meow Mix and Juicy Fruit. In a related push without the music tie-in, KitKat asked consumers in October to use its online slogan generator to develop a new KitKat slogan.

As the coronavirus pandemic leaves millions of U.S. consumers unemployed, various brands have also come up with interesting gigs for fans to take on as part of their marketing strategies. In August, Bud Light Seltzer wanted to pay its first chief meme officer $5,000 per month. Nissin Foods searched for a chief noodle officer in October, a gig which offered $10,000, a 50-year supply of Top Ramen, a chance to test new products and one-on-one mentorship with Nissin Foods president and CEO Mike Price. Plus, Michelob Ultra Pure Gold wanted to pay $50,000 to a chief exploration officer to travel for six months.