Oikos is spotlighting Giants RB Saquon Barkley in a new campaign, and instead of "dodging tacklers," the ad shows Barkley "excelling at household chores, like opening a jar of pickles," according to Schultz & Wohl of AD AGE. The campaign is from Lightning Orchard, N.Y. In prior NFL-focused campaigns, the Danone North America brand "highlighted players' prowess in training for the game and on-the-field plays." Senior Brand Manager for Oikos Triple Zero James Valdes on this season's shift said, "We certainly factored in the [uncertainty] of the season and wanted to create something that worked regardless of how the season plays out. We felt it was important in this unprecedented year to bring a little humor and showcase how one of the strongest players in the NFL is just like all of us." Schultz & Wohl noted the two new spots are "set to run on the NFL Network and other networks." Details on Oikos' media spend "weren't immediately available," but the brand "seems poised for continued NFL-related marketing" (ADAGE.com, 8/18).
