In 1974, Oscar Mayer introduced America to “The Bologna Song,” a catchy jingle that became an instant classic. The ad didn’t just promote bologna; it taught generations how to spell B-O-L-O-G-N-A while embedding itself into pop culture. Now, 50 years later, Oscar Mayer is bringing back this iconic piece of advertising history, delighting fans old and new during one of the biggest televised events of the year.
A Nostalgic Comeback
To mark the golden anniversary of “The Bologna Song,” Oscar Mayer re-aired the original commercial during the Thanksgiving football game, reaching millions of viewers. The ad retained its retro charm, featuring the same 1970s-style visuals and lyrics that many Americans grew up singing. This nostalgic nod celebrates the legacy of the longest-running jingle in advertising history while introducing it to a new generation.
Recognizing the love and loyalty surrounding the tune, Oscar Mayer also launched a nationwide campaign, “Sing to Pay,” which invites fans to participate in a unique celebration. Through this initiative, the brand offers grocery credits for those who can correctly sing the lyrics to “The Bologna Song,” encouraging people across the country to join in the fun.
How to Participate in ‘Sing to Pay’
From now until Sunday, December 15, fans can visit SingtoPay.com to submit an audio recording of themselves singing the jingle. If the lyrics are sung correctly, participants can earn Instacart credits redeemable for Oscar Mayer Bologna and other groceries, while supplies last. Importantly, the campaign welcomes fans of all vocal abilities, emphasizing the joy of participation over perfection.
The Wienermobile Hits the Road
Adding to the excitement, the iconic Oscar Mayer Wienermobile has become a traveling stage for “Sing to Pay.” This 27-foot-long hot dog on wheels is making stops in select cities nationwide, giving lucky fans the chance to perform the jingle in person. Those who spot the Wienermobile and successfully sing the lyrics to the attending “Hotdoggers” will receive free Oscar Mayer Bologna. The Wienermobile’s appearances bring the campaign to life, connecting fans directly with the brand in a playful and memorable way.
A Brand Legacy Built on Fun
Shelby Max, Brand Manager for Oscar Mayer, reflected on the jingle’s enduring popularity:
“Fifty years ago, we introduced the world to ‘The Bologna Song’ as a way to spotlight our delicious deli meats and cement the brand’s legacy and mantra of uniting millions around a love of meat. We knew this anniversary was a moment that needed to be celebrated in a big way, both for those who remember and those who are new. By re-airing the original ad and becoming the first brand to accept singing as a form of payment, we want to remind fans everywhere that bologna has a first name – it’s O-S-C-A-R.”
This campaign underscores the brand’s commitment to its playful, family-friendly identity while finding innovative ways to connect with consumers. By blending nostalgia with interactive elements, Oscar Mayer is able to capture the spirit of the original commercial while engaging a modern audience.
A Cultural Phenomenon
Over the decades, “The Bologna Song” has become more than just an advertising jingle—it’s a cultural touchstone. Its catchy tune and relatable charm have transcended generations, keeping Oscar Mayer relevant in an ever-changing marketplace. The decision to bring back the ad is a testament to its timeless appeal and the emotional connection it holds for many Americans.
The anniversary celebration taps into the current wave of nostalgia-driven marketing, where brands resurrect beloved campaigns to evoke warm memories and reintroduce themselves to younger consumers. By revisiting one of its most iconic moments, Oscar Mayer is not only honoring its past but also reinforcing its place as a household name.
Looking Ahead
As the “Sing to Pay” campaign continues through mid-December, Oscar Mayer is proving that even 50 years later, “The Bologna Song” still resonates. Whether it’s through television screens, mobile submissions, or in-person singalongs with the Wienermobile, the brand is ensuring that the song—and its message—remains as relevant as ever.
By combining tradition with modern-day engagement, Oscar Mayer has crafted a campaign that’s both celebratory and forward-thinking. Whether you’re an original fan or discovering the jingle for the first time, this 50th-anniversary celebration invites everyone to take part in the joy, one note at a time.
So, warm up your vocal cords, revisit the lyrics, and don’t miss the chance to sing your way to free groceries. After all, bologna still has a first name—it’s O-S-C-A-R.
