Wienerschnitzel challenged us to create a campaign that changes the perception

of the hot dog industry. Provided with three of the most common misconceptions

thought to be negatively influencing views of the hot dog, we conducted our own

research to find where these misconceptions live in the minds of consumers.

From our research, we found it is true that some consumers have preconceived notions

about hot dogs—they are unhealthy and not always made of quality meat. But, we

also found hot dogs have a unique place in the consumer’s mind—tucked away in

special occasions, reminding them of nostalgic, simpler moments. However, outside

of these times, hot dogs are viewed as “basic” and “simple.” Sometimes, basic is best.

The world is rapidly changing around consumers, causing them to seek something

consistent in a state of volatility. The hot dog provides just that: a timeless meal that

withstands generations of change for the consumer to enjoy.

This campaign builds upon the hot dog’s consistent taste and status as a classic. The

creative message provides a seamlessly witty, copy-focused campaign embodying

the confidence of the long-standing hot dog. Our goal was simple—turn basic from

a “negative” into a practical positive. Our interactive channels walk alongside the

consumer on a journey of re-discovering the hot dog and explain why basic isn’t a

bad thing because classics, like the hot dog, never need to change. After all, it takes

confidence to know one’s perceived weakness can be one’s greatest strength.