WIENERSCHNITZEL
THE BEST IN THE BUN
Overview
Role: Account Executive
For over 50 years, Wienerschnitzel has built the world’s largest hot dog chain based on deep ties to the community and a playful brand personality. Wienerschnitzel has an incredibly strong brand, yet they are held down by the misconceptions of their unique product, the hot dog.
Client ask
Change the negative misconceptions of hot dogs and boost the image of this American classic
Campaign specifics
Region
Even though Wienerschnitzel is a regional brand, changing the state of mind of the hot dog will benefit the entire industry.
Budget
$25 Million
Budget to include all costs for media, production, experiential, other tangible forms of promotion, agency fee, and other campaign fees.
Timing
September 2019 – August 2020 (11-12 months)
Target Audience
- Diverse couples likely to be in their late 20's
- Most likely to have kids in their household (almost 6 out of 10)
- Less income and education, but hard-working nonetheless
Disconnect
Consumers take the hot dog for granted, they don’t recognize how special it really is. Wienerschnitzel is positioned to lead the charge in changing these misconceptions about the hot dog and show that there is more than meets the eye but Wienerschnitzel has a shallow brand appreciation among QSR consumers.
40%
Of our audience was unsure whether hot dogs were
made of quality cuts or leftover remnants.
I forgot Wienerschnitzel was a thing.
Miriam C.,
Focus Group Participant
60%
Of survey participants could not decide if Wienerschnitzel
was “unique” from other brands of hot dogs.
Focus group turned social experiment
While observing the first two focus groups, the team sensed the participants were responding inauthentically. There was an inconsistency in tone and behavior; each group would seem neutral when discussing hot dogs but then one individual would speak overtly negative about the product. The whole group would begin to slowly move more toward the sentiments of the one vocal participant. They all began to speak negatively about hot dogs, yet they were chowing down on all the samples offered (and even asked for more).
DID PARTICIPANTS ACTUALLY DISLIKE HOT DOGS OR WAS IT SIMPLY THE COOL THING TO SAY?
So, the team performed a social experiment to see if someone planted in the focus group could sway how the entire group perceived the product category and the Wienerschnitzel brand.
We asked one of the negative participants from a previous group to stay behind and we briefed him on how to speak about hotdogs during the next focus group. We asked him not to love hot dogs but to just like them. Speak about them positively but not over the top.
The next focus group started and the initial discussion was neutral but as soon as the planted participant spoke highly of hot dogs and complimented Wienerschnitzel, the tone made a 180-DEGREE-TURN. The third focus group was buzzing with positive chatter about hot dogs and the Wienerschnitzel brand.
Key insights
CONSUMERS ARE NEUTRAL AND UNSURE
Wienerschnitzel is trying to sway an unaware, neutral audience toward the product category and brand. The campaign is not fighting an uphill battle to refute negative perceptions, instead, the campaign will showcase the truth in a fun, playful way.
SOCIAL INFLUENCE IS EVERYTHING
The campaign must leverage social influence to build positive perceptions about the hot dog and the Wienerschnitzel brand. Using people with a louder voice will amplify the positive perceptions of the product and brand while spreading the message further into neutral audiences.
Creative Strategy
Creative Insight
The modern-day skateboarder is more than just a skateboarder.
Creative Concept
Vans Pro Classics are durable and comfortable enough to wear all day, whether you are skateboarding or doing what makes you "Off The Wall".
Everything In Between is an opportunity to show consumers that we heard them and understand that the modern skateboarder needs a versatile shoe that can keep up with their lifestyle.
Tagline: Made For Everything In Between
Lubbock ADDYs:
District ADDYs:
Print Campaign - Gold
Out of Home Campaign - Gold
Print Campaign - Silver
