May 16, 2013
/PRNewswire/ -- To amplify the viral success of its new "Grandpa Frank" character,
is leveraging a groundbreaking new mobile application, MONTAJ, which gives consumers and fans of the character the opportunity to insert his hilarious remarks right into their own commercials.
is the first brand to work with MONTAJ, which has been recognized for its ability to distill the expertise of a
camera crew into a user-friendly mobile program. With one shake of the phone, the video is automatically edited with a custom filter and soundtrack for web-optimized, high-quality, shareable video content. The technology will enable consumers to become directors and create, star in and share their own
commercials alongside Grandpa Frank, whose hilarious transparency in the "What You See Is What You Get Food" television campaign has been viewed more than 250,000 times online.
"Grandpa Frank has been so well received by our fans that we knew we had to take him beyond the TV screen," said
Senior Marketing Director,
. "Dual screen experiences are an integral part of television watching, and MONTAJ provided the perfect platform to bring Grandpa Frank to mobile."
May 16 through June 13, 2013
, MONTAJ users can create their own
commercials by inserting Grandpa Frank's "Frankisms" into their original video storyboards. Once completed, projects are published on the MONTAJ app and the official
YouTube page. Users can also share videos on their social media pages with the hashtag #TransparentGrandpa.
will track and share top #TransparentGrandpa films on the brand's Facebook, Twitter and YouTube channels. Make your own commercial, and who knows? Your video might become the next internet sensation.
"We knew we wanted to work with a progressive company that was not only willing to invest its resources in a start-up, but also one that would have a lot of fun in the process," said
, CEO and co-founder of MONTAJ. "We're thrilled that
decided to embark on this storytelling journey with us. Their vision for successful brand activation is truly at the forefront of innovation."
Grandpa Frank memes and top consumer-generated MONTAJ videos will be highlighted through the brand's Facebook, Twitter and YouTube pages. Additionally, Grandpa Frank will take over the
Twitter handle for the entire day on
May 21, 2013
, responding to fans and sharing new "Frankisms."
The program is being supported by digital media buys including mobile inventory and social amplification, public relations efforts and influencer outreach, and will be promoted throughout
social channels. It also coincides with the Deli Fresh television commercial, featuring Grandpa Frank, that began airing nationally in March.
iPhone users can start production on their own
commercials by downloading the free MONTAJ app at Montajapp.com or in the iTunes
. To learn more about the
-MONTAJ integration, consumers can visit
. There will also be a short tutorial featuring Grandpa Frank and user-generated videos at