Oscar Mayer has been refreshing its marketing lately. Some might say it started all the way back in 1929, when Oscar Mayer started packaging all of its hot dogs with a yellow band to distinguish the brand from others in the industry and to represent a seal of quality. That iconic yellow still shows up today, even after the brand redesigned its packaging. Most will identify this as an intelligent marketing technique, since using a certain color in connection with your brand can help establish recognition, ultimately driving sales in the process.

The meat maker also cooked up a new advertising campaign called “Keep it Oscar” as a lighthearted, make-you-smile effort that doesn’t take itself too seriously. We like that about this brand—plus the fond memories of bologna sandwiches when we were kids—now that was some serious yum.