“Every Dog Has Its Day”
Creative Strategy Group Task
Brand Strategy, Creative Design
“A new perspective on the hot dog”
The Ask / Elevate the image of the hot dog to increase primary demand to result in an increase of consumption of hot dogs across all distribution points for Wienerschnitzel, the World’s Largest Hot Dog Chain.
The Data / Over 20 billion hot dogs are consumed a year, and over 250 million consumers ate hot dogs in 2017. By targeting hot dog consumers strategically at different venues, we aim to change consumer misconceptions about hot dogs to a more positive light.
The Mission / To boost hot dogs sales with pre-existing customers, while also breaking misconceptions of hot dogs being a “basic” and “unhealthy” food.
Whether you’re grabbing a meal on the go, spending time with friends, or even showing off your connoisseur-style ketchup/mustard building skills, a hot dog is a food that is perfect for any day. Theme parks, parties, concerts, and the classic backyard barbecue… You name it! There are countless scenarios and toppings that prove that “Every Dog Has Its Day”, further emphasizing the hot dog’s versatility in countless ventures.
To start off our campaign, we will be opening with a promotion that introduces a hot dog special celebrating the beginning of both baseball season and hot dog season. Each different stadium will offer a differently topped hot dog that represents the city the team plays at. Since not every single MLB team plays on the official Opening Day, this will be a promotion that runs the entire first week of the season.
Traditional (OOH) - Strategically placed advertisements near subway stations to engage with large consumer traffic in large metropolitan cities.
Traditional (Print) - The print advertisement showcasing several different ways a hot dog can be prepared, further emphasizing “Every Dog Has Its Day”. A partnership with Food & Wine, Bon Appetit, and Relish food magazines will be conducted to continue our target of food connoisseurs.
Non-Traditional Media (Digital) - Utilizing the power of social media by tapping into trending media, influencer marketing, and theme park applications for a larger reach.
Point of Purchase (Promotions) - Partnering with grocery stores across the United States and a push in unique “Every Dog Has Its Day” advertisements at concession stands to keep hot dogs top of mind in a variety of engaging ways.
Our Plans Book:
See our full campaign come to life, as well as the powerful impact of how “Every Dog Has Its Day” can sweep the nation!
Click the image below to view our Wienerschnitzel Plans Book.
