Jason Alexander Calls Out Poor Food Choices for Condiment Brand Mike's Amazing

Mike's Amazing, a Chefler Foods condiment brand, announces its latest edition of the 'When It's On, It's On' campaign. This time, they've enlisted award-winning actor Jason Alexander in a series of commercials.

The campaign continues to 'right the wrongs' when it comes to food faux pas and shows Jason in a diner calling out poor food choices (who orders tilapia at a diner?) and public displays of affection. In a nod to his expansive character acting career, Jason plays eight different characters, including a teenage girl, a line order cook, a woman on date, and, of course, himself.

"I loved that Mike's Amazing came up with the idea of me portraying all the extraordinary types of people that inhabited my neighbourhood diner growing up," said Jason. "It was a day of nostalgia for me, nibbling some pretty great sandwiches with a bunch of wonderful creatives and crew. Congrats to everybody for pulling it off."

Founded in 2016, the Mike's Amazing brand is the fastest-growing condiments brand in the Northeast; and well known amongst sports fanatics for being the official mayonnaise, mustard and vegetable oil of the Yankees, Mets, Rangers, Devils, Phillies, Flyers, Red Sox and Bruins. The brand's embodiment of the spirit of competition and strong sense of pride in its products became the base and inspiration for the tone of the creative campaign.

"We're passionate and unrelenting about being the best," said Michael Leffler, founder and chief executive officer of Mike's Amazing/Chefler Foods LLC. "If you're going to go up against 100-year-old Goliaths in the industry, your products have to stand up, and your creative has to stand out."

This is the second instalment of the brand's Effie award-winning 'When It's, On Its On' campaign which was conceived in collaboration with creative agency of record Havas New York. Talent procurement was handled by official partner on behalf of the brand.

"With Mike's Amazing being a challenger brand in the condiments space, the campaign works to elevate our brand presence and shake up the industry by showing the brand's unapologetic attitude," said Michael Kurland, chief financial officer, of Mike's Amazing/Chefler Foods LLC.

"The Northeast diner is an iconic establishment, filled with unwritten rules and opinionated customers," said Dan Lucey, co-CEO and CCO, Havas New York. "Their love for their food isn't about status or class; it's simply about being the best - a passion that radiates through the entire Mike's Amazing brand."

The new campaign will launch on May 25th on broadcast, connected TV, and other digital channels, and includes two spots, the aforementioned 'Tilapia,' and 'Diner Date.'