In a move that has caught the attention of both the sports world and the food industry, Ore-Ida, the iconic frozen potato brand, has announced a dramatic change to its branding — one that aims to honor the rising star of BYU basketball, Richie Saunders. This unexpected collaboration between a beloved food brand and a college basketball player has generated waves of excitement and curiosity.
Ore-Ida, known for its classic products such as frozen fries, tater tots, and hash browns, has undergone a significant rebranding effort. The company’s new campaign, titled “Ore-Ida: Powered by Saunders,” reflects their admiration for Richie Saunders’ dedication, hard work, and undeniable talent on the basketball court. The decision to pivot their brand identity towards a collegiate athlete has surprised many, especially considering Ore-Ida’s longstanding association with family-friendly, wholesome meals.
Richie Saunders, who has garnered attention for his impressive skills as a guard for Brigham Young University, is known not just for his athletic prowess but also for his commitment to the values of perseverance and teamwork. His rise in the college basketball ranks has made him a household name in sports, and Ore-Ida’s decision to recognize him through this branding shift is seen as a bold move to align with someone who embodies these qualities.
The rebranding involves a new logo, packaging, and marketing materials featuring Richie Saunders prominently, with the athlete becoming the face of Ore-Ida’s new campaign. This shift is not just about a change in design but is a symbolic gesture that merges the worlds of sports and food. Ore-Ida is hoping that this collaboration will create a new narrative — one that connects the energy and enthusiasm of sports with the comfort and joy of their products.
As the rebranding rolls out, fans of both Saunders and Ore-Ida are eager to see the effects this will have on both the brand’s popularity and Saunders’ growing profile. This unusual and exciting partnership has definitely piqued the interest of those who may not have previously considered the connection between frozen potatoes and college basketball stardom.
For now, the question remains: Will this rebrand lead to lasting success, or will it be a passing fad? Only time will tell, but one thing is clear — Ore-Ida’s decision to change their name to honor Richie Saunders has made a bold statement, and the world is watching closely.
