WHO'S TO JUDGE
WIENERSCHNITZEL CAMPAIGN
The Challenge: Develop an INTEGRATED ADVERTISING CAMPAIGN targeted at Trendmakers and Connectors (ages 20-40) for WIENERSCHNITZEL & present it at the 2019 National Student Advertising Competition. The campaign’s MAIN OBJECTIVE: CHANGE THE PERCEPTION OF THE HOT DOG from negative to positive.
Ketchup on how buns collided below.
WHO'S TO JUDGE CAMPAIGN PLANSBOOK
INSIGHT
RESEARCH
Through in-depth interviews, surveys, focus groups, industry reports, and 1,500+ research impressions, individuals aged 20-40 do, in fact, eat hot dogs & their perception of them isn't entirely negative, but rather, neutral.
Hot dogs aren't chosen at limited service restaurants, not because people don't like them, but because they are deemed socially unacceptable.
BIG IDEA
Let's be real. We all have things they want to keep private. But now, more than ever, individuality is embraced...celebrated in fact! So as hot dog eaters begin to profess their unwrapped hot dog desire, others will follow suit. There's no need to hide it because the majority of consumers feel the same way...
who's to judge?
RESULTS
After selecting various in-store, social, digital, guerrilla, OOH, and CSR advertising, hot dog perception, primary demand, and Wienerschnitzel consumption were elevated (dig into plansbook for full details & results).