New campaign starring Keegan-Michael Key proves nothing beats the original, so why settle for an imi-tater?

Today, Ore-Ida, the inventor of Tater Tots, announces "Ore-Ida or Nothing," a new creative platform reinforcing the brand's legacy of innovation and unbeatable quality. Brought to life through a new campaign starring Keegan-Michael Key, the platform celebrates a simple truth that Ore-Ida has been proving for over 70 years: when it comes to potatoes, nothing beats the original.

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Ore-Ida Introduces "Ore-Ida or Nothing", New Creative Platform Celebrating its Legacy as the Inventor of Tater Tots

Founded in 1952, Ore-Ida turns potatoes grown in Oregon and Idaho into simple, flavorful favorites that make ordinary meals more memorable. The brand's founders, the Grigg brothers, invented Tater Tots by repurposing the remaining potato pieces from French fry production – turning what was left over into one of Ore-Ida's most iconic creations. Today, as the number one branded leader in frozen potatoes, Ore-Ida continues to define and push the category forward.

"As the inventor of Tater Tots, we've spent decades setting the standard for what great potatoes should taste like," said Claire Lukaszewski, Senior Brand Manager, Ore-Ida. "With ‘Ore-Ida or Nothing,' we're reminding consumers of something we can say with confidence: Ore-Ida out potatoes all other potatoes. There's a difference you can taste - and it starts with the original."

The first campaign within the new platform, "imi-taters", stars Keegan-Michael Key who appears as himself alongside a lineup of exaggerated, over-the-top imitation characters - or "imi-taters" - each attempting, and failing, to replicate the original. Key plays a full cast of distinct personas, including Keegan Seven Seas; a grizzled sea captain, Keegan Cycle Key; a hardcore fitness instructor, and @Keegan-Michael Yeet; a Gen Z influencer. Through humor and performance, the campaign underscores that while others may try, nothing matches the crispy-outside, fluffy-inside taste of Ore-Ida Tater Tots.

"This campaign allowed me to do what I love most - dive in and create some really fun characters. And it all comes back to a pretty simple idea," said Keegan-Michael Key, "Which is- that you can try to copy something great, but there's always something just a little… off. That's what made creating these ‘imi-taters' so fun. They can come close, but are never as good as the original, which is exactly what makes Ore-Ida stand out."

Ahead of the launch, fans got an early glimpse when Key was spotted behind home plate at a New York Yankees game - but he wasn't alone. Surrounded by a lineup of nearly identical imitators, the moment sparked curiosity among fans both in-stadium and watching from home, blurring the line between real and imitation.

Anchored by the brand's largest marketing investment to date, the fully integrated campaign, developed in partnership with Rethink, features 12 unique spots and will run across TV, online and social.

To follow along, visit Ore-Ida on Instagram at @OreIda.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (NASDAQ:KHC), inspired by our Purpose, Let's Make Life Delicious. Consumers are at the center of everything we do. With 2025 net sales of approximately $25 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

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Alison Brod Marketing + Communications

Kraftheinz@abmc-us.com