Oscar Mayer is a storied brand that's been around for generations. Nearly everyone has their famous jingles memorized. Young and old routinely recount the first time they saw Oscar Mayer's famous Wienermobile. But all those memories – those positive associations - are anchored in the past, along with their perceptions of Oscar Mayer and its products.
Our goal was to modernize brand perceptions, and cement the brand in hearts, minds and culture today.
For years, people debated a trivial question– is a hot dog a sandwich? We decided to ignite a friendly debate. On National Sandwich Day, the sandwich-expert Oscar Mayer took an official stance, declaring hot dogs ARE sandwiches. To people on the other side of the aisle, they extended an invitation– call our hotline and try to change our mind.
In just 48 hours:
- Over 427,000,000 earned impressions
- 258 earned placements
- 4.6 million social impressions
- 628 #ChangeOscarsMind mentions
- 1,638 Voicemails (608 in the first 24 hours)
