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Special Project

Special Project
From the 14th Annual Shorty Awards

Wienerschnitzel Cheeseburger Tunes

Finalist in Emerging Platform Partnership


Wienerschnitzel brings a quirky and playful attitude to fast food by having “fun with food” on its social channels.

Our target consists of 18-39 year olds within two categories: Existing fans who love and crave our products, and the yet-to-be fans looking to find their new fast food favorite. Our secret to success is a meticulously planned social calendar of illustration, photography, and design with a brand voice that speaks to them like a friend. This transforms 1961 nostalgia into “newstalgia” — a marriage of art and copy that brings a punchy and quirky attitude for a feed that never loses its flavor.


Strategy and Execution

Wienerschnitzel has been remixing burgers since 1961. But let's face it, when people think of burgers, the world's largest hot dog chain isn't top of mind. 

Spotify is often an under-considered platform for brands to interact with audiences. Still, with more than 365 Million active users, it's an underutilized emerging platform for brands to grow their organic reach. 

So, to prove that we not only know how to make delicious hot dogs, but Cheeseburgers too - Wienerschnitzel served up the first audio cheeseburger on National Cheeseburger Day (September 18th). 

Our Spotify playlist built a Wienerschnitzel Cheeseburger ingredient by ingredient - song by song featuring artists like:

“Buns O' Plenty” by Isaac Hayes 

“The Ketchup Song” by Las Ketchup

“Mean Mr Mustard” by The Beatles

“Pickles for the Jar” by Courtney Barnett

“I Love Onions” by Susan Christie 

“Slice of Cheese” by Plaid

“Beef” by Joe Sambo

“Bunz” by New Boyz, Kydd-SB

Then played all the tunes dedicated to the cheeseburgers' cheesy beefy deliciousness. And as we ventured into the unknown of Rock and Roll, we discovered that there are songs dedicated to almost everything on our menu. So, we created an entire brand channel complete with playlists devoted to Hot Dogs, Corn Dogs, and even 'On Tour' promotions like Pastrami, Fish & Chips, even Brisket got a rockin' playlist! Proving that Wienerschnitzel knows how to have fun with food.




Entrant Company / Organization Name

INNOCEAN USA, Weinerschnitzel


Entry Credits