Public Relations & Advertising
Celebrate Your Links, A Hot Dog Advertising Campaign, 2019
Presenter(s): Marie Tobias, Jack Irvine, Emiko Kaneoka, Josh Prettyman, Christina Cherekdjian, Hailey Todhunter
Advisor(s): Kathryn Thibault, John Most
We were presented with a National challenge by the American Advertising Federation of creating a category-wide hot dog campaign, sponsored by Wienerschnitzel, to elevate the perception of the hot dog and drive category sales. Utilizing secondary research to build a foundational understanding, we concluded that the hot dog is a beloved and ever-present social staple. Consumers' affection for the traditional hot dog can be traced back to camping trips, backyard BBQ’s, and sporting events, leading consumers to unintentionally pair hot dogs solely with special occasions. These findings led us to conduct primary research, ultimately gathering over 1,400 research impressions through surveys, focus groups, in-person interviews, and a research summit that led us to some key insights. During focus groups, negative perceptions were voiced about hot dogs. However, the dialogue changed once we asked, “What MEMORIES do you have associated with hot dogs?” We found that the conversation shifts from negative perceptions to compelling life moments when hot dogs are associated with a unique memory. Our barriers? Hot dogs aren’t top-of-mind. They’re associated with the Fourth of July and baseball games and aren’t considered an everyday food. They’re not always accessible. While Wienerschnitzel dominates the market in hot dog-specific chains, there are very few restaurants that offer hot dogs. Lastly, people think that hot dogs are made out of leftover animal parts and, therefore, think they are unhealthy. But from our research, hot dogs aren’t unhealthy or basic, so our target needed to be reminded that hot dogs are a dynamic food that can bring people together in a special way. Our positioning? While hot dogs will always be at sporting events and backyard barbecues, their versatility, customizability, and price point make them great for everyday consumption.