Ore-Ida | The Imi-taters

“The Imi-taters”

Ore-Ida® / Cramer-Krasselt


For two consecutive years, Mode Project helped Ore-Ida® connect with audiences over the company’s iconic Tater Tots. The studio, working with Ore-Ida’s advertising agency, Cramer-Krasselt, created a series of branded films that warn Tater Tots customers to watch out for “Imi-Taters.” 

The ‘Imi-Taters’ campaign was very successful...reminding consumers that the original is the only one.
— Federico Arreola, Vice President - Consumer Products Brand Business Unit at HJ Heinz

The campaign, covered in a feature by Stuart Elliot of the New York Times, takes a funny, charming approach, using puppetry and stop-motion animation to highlight the lengths that “Imi-Taters” go to in their efforts to pass themselves off as real Tater Tots. 

“Mode Project is thrilled to be able to take on challenging creative projects and help brands like Ore-Ida® grow,” said Mode Project Principal Brooks Ruyle, who served as Mode's creative director for the campaign. “We had a lot of fun with this one. We’re always happy when our campaigns get critical praise, but the best reception of all is when a client comes back, eager to work with us again.”