The Challenge
Change the public’s perception of hot dogs
My Role
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Created Qualtrics survey that was administered to 94 people
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Conducted ethnography and one-on-one interviews
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Conducted secondary research on Statista and other platforms
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Gathered consumer and brand insights
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Created media and marketing strategy
Research
“I don’t want to eat something that’s been squeezed out of a tube”
The Creative Brief
Challenge: Inspire trendsetters to explore, rep, and consume hot dogs by helping them understand what hot dogs are made of and what they stand for.
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Consumer Insight: “Nothing gets me more excited for a hot dog than a get-together with friends or a night out at the ballpark.”
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Brand Insight: “We are quick to grab on your way to a game and there to help you fake your way through hosting a BBQ. We have your back whenever, wherever.”
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Idea: There’s nothing as American as our food.
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The Line: We have The Good Schnit.
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Support: We all ate hot dogs when we were young, but times and perceptions have changed. When people think hot dogs, they think German bratwursts. Adults believe hot dogs are made of organs, snouts, etc. This is a misconception.
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Creative Strategy: Digital, outdoor, alternative, and event marketing.
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Tone:
• Modern • Hipster • Comical • Urban
Creative Work
