As the original inventor of Tater Tots, Ore-Ida has been a household name for decades, dominating the frozen potato category. However, the rise of numerous copycat brands and budget-conscious consumer behavior created significant competition, threatening Ore-Ida’s position as the go-to brand. With consumers gravitating toward cheaper alternatives, Ore-Ida needed to remind the public of its unique and cultural heritage, reaffirming its place as the leading brand of authentic, fluffy, and crispy Tater Tots.
One of Ore-Ida's key advantages is its deep-rooted connection to American pop culture, particularly through the 2004 cult classic film Napoleon Dynamite. In this quirky indie comedy, the film’s protagonist, Napoleon Dynamite, became synonymous with Tater Tots, especially in a memorable scene where his Tater Tots are cruelly crushed by his bully, Randy. The line, “Gimme some of your tots!” has become iconic in film history, with fans continuing to quote it for two decades.
To capitalize on this moment and drive brand recognition, we aimed to tap into nostalgia and fan loyalty. By using the 20th anniversary of Napoleon Dynamite as the perfect opportunity, we launched a creative campaign featuring Tot-Protecting Pants, a product designed to prevent the crushing of Tater Tots—and invited Jon Heder to reprise his role as Napoleon for the first time in 20 years. The campaign’s goal was clear: reclaim Ore-Ida's cultural status and reignite love for Tater Tots.
Our strategy was simple: leverage the 20th anniversary of Napoleon Dynamite to ignite a viral moment that would both re-establish Ore-Ida’s cultural relevance and drive product sales. The first step was bringing the Tot-Protecting Pants concept to life. These pants, modeled after the iconic wardrobe worn by Napoleon in the film, were engineered with a “bully-resistant” pocket designed to keep Tater Tots safe.
There was only one person who could authentically endorse this product: Jon Heder, the actor who portrayed Napoleon. After 20 years, we worked with Searchlight and Disney to bring Jon back for the first time to reprise his role as Napoleon. This collaboration set the stage for a campaign that would span multiple phases.
The campaign launch began with a teaser social media blitz that piqued fans' curiosity, building anticipation for the big reveal. This was followed by a hero video spot featuring Jon Heder, where he introduced the Tot-Protecting Pants and reprised his iconic role, delighting fans with authentic moments and Easter eggs. To make the campaign even more special, Aaron Ruell, who played Napoleon’s brother in the original film, was brought on to direct the spot, ensuring the chemistry between Jon and Aaron was just as authentic as it had been in the original film.
Beyond the teaser campaign and hero spot, we extended our reach by creating engaging content for social media, including behind-the-scenes footage of Jon on set, as well as interactions with Tina the Llama, who also made a cameo. The campaign’s playful tone and genuine nostalgia resonated with fans of the film, while also drawing in new audiences.
Our strategic partnerships with hulu™ and Jimmy Kimmel Live provided additional exposure. The hero video spot aired on hulu™, where it remained visible throughout the campaign, while the comedy segment on Jimmy Kimmel provided a lighthearted, additional layer of exposure.
As demand for the Tot-Protecting Pants grew, we worked closely with manufacturers and retail partners to ensure smooth distribution, allowing us to respond quickly and fulfill orders from excited customers.
The campaign exceeded expectations in every way. When Jon Heder returned as Napoleon for the first time in 20 years, the campaign went viral almost immediately. Fans were not only thrilled to see their favorite awkward teen back in action, but they also rallied around the idea of Tot-Protecting Pants—a playful yet practical solution to a pop culture moment that resonated deeply.
The pants sold out almost instantly, and the buzz surrounding the campaign was impossible to ignore. Fans flooded our social media channels, demanding more content, while also revisiting Napoleon Dynamite on hulu™ to relive their favorite moments with Napoleon and his Tater Tots. Many even shared the campaign with their friends, fueling an organic wave of excitement.
From a media perspective, the campaign garnered coverage from 478 major news outlets, including national networks like NBC, CBS, ABC, and entertainment media such as People, E! News, and Complex Magazine. The campaign was also picked up by international outlets, amplifying the message globally.
In terms of quantitative results, we achieved 88M+ views across social platforms and generated an astonishing 412M+ earned media impressions. The campaign had an overwhelming 100% positive sentiment score, further validating the emotional connection with fans.
From a sales standpoint, Ore-Ida saw a 7.5% growth in sales volume, reaffirming the effectiveness of our strategy to drive not just cultural relevance but tangible business results. Furthermore, the campaign contributed to Napoleon Dynamite climbing into hulu™'s top 10, helping the film find new life on streaming.
In short, the campaign successfully reinforced Ore-Ida’s status as America’s favorite Tater Tot brand, blending nostalgia, humor, and strategic partnerships to create a viral cultural moment that will be remembered for years to come.
