Ore-Ida Used Vizer to Help Power One of Kraft Heinz Most Successful Activations to Date

Overview

In 1953 Ore-Ida invented the iconic snack, Tater Tots. But by 2025 the brand lacked relevance. Days before March Madness (America’s biggest basketball tournament), BYU star Richie Saunders revealed something unexpected: his great-grandpa founded Ore-Ida and invented Tater Tots. Within 48 hours, Kraft Heinz signed a deal, crowning him Heir Richie, the face of the brand.

Vizer Activation

Kraft Heinz made fans part of the partnership by turning basketball's 30-second shot clock into a 30-minute Tot Clock powered by Vizer: Free Tots after every BYU win. Ore-Ida didn’t just respond to basketball culture—it became part of it.

Key Results

The campaign dominated March Madness media coverage.

Visibility

• 3 billion+ impressions

• 1000+ placements incl. New York Times, People, USA Today, Barstool Sports

• In every major sports TV broadcast incl. ESPN, Fox, CBS, ABC, NBC

Efficiency

Without a March Madness sponsorship, Kraft-Heinz drove more engagement than all the official sponsors combined—at just 0.04% of their spend.

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Impact on Sales

Ore-Ida drove sales by launching a targeted digital offer campaign during one of America's favorite snack moments, March Madness. The offer was redeemable at participating retail locations. Within days, Ore-Ida saw the power of omnichannel: a 9% sales boost regionally and a 27% spike locally in the Utah area—proof that an iconic brand can reignite love when it shows up in the right place, at the right time.

By the Numbers

Tots became the talk of the tournament with Ore-Ida seeing an over 10,000% spike in brand mentions on social.

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Offer Journey

Consumers found the offer via Ore-Ida’s omnichannel campaign. They entered their email, received a barcode, and scanned in-store for a discount applied directly at checkout.

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Offer Structure

Discount Value

Ore Ida offered Free Tots to consumers. Specifically any ONE (1) Tater Tots Product, on 4.5 oz, 28 oz, 30 oz or 32 oz bag (up to $8 value).

Participating Retailers

The offer was redeemable at Kroger, Albertsons, Ahold Delhaize, Rite Aid, Meijer, CVS, Giant Eagle, and more.

Channels Utilized

Ore-Ida leveraged influencer, organic social (Instagram and X), and PR to spread the word about the campaign. The media response was swift and immediate. Social sharing amplified reach immensely.

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Takeaways

Engaging

Vizer helped Ore-Ida maximize the value of their NIL deal with Richie Saunders by offering fans a high-value offer, which drove increased engagement and social sharing.

Relevant

Vizer and Ore-Ida capitalized on the momentum of March Madness by highlighting a product with high-relevancy to the target consumer, leading to additional press placements.

Strategic

Vizer strategized with Ore-Ida to utilize a blend of earned, owned, and affiliate media which maximized the reach of their offer. This heightened awareness drove rapid conversion.

Measurable

Vizer provided unique tracking links to measure which traffic was earned from which source in real-time, capturing high fidelity data for future campaigns.

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