This campaign won first place in the District XI National Student Advertising Competition. We placed 11th in the nation out of 120 teams.
PROBLEM: Hot dogs aren’t top of mind when it comes to fast food. Change the perception of the hot dog.
INSIGHT: The hot dog is generally consumed during celebratory occasions (barbecues, birthday parties, baseball games etc.). Indulging in a hot dog shouldn’t be restricted to these celebratory moments. Our target audience consists of hard workers that value wellness and indulgence because they work hard and deserve an excuse to reward themselves for any occasion, big or small. They deserve to indulge.
STRATEGY: Hot dogs celebrate any moment.
SOLUTION: The English dictionary simply doesn’t have a word to describe the feeling of eating a hot dog. The feeling of nostalgia, victory, pure indulgent goodness - it just doesn’t exist, until now. GO BEYOND. GO SCHNITZ!
THE WORK: Used Simmons OneView, Nielson, primary research, secondary research, qualitative and quantitative data to determine audience media usage and placements. Researched demographic consumption, spending habits, interests, and found areas of opportunity for unique media placements.
MEDIA SPECIFIC SLIDES THAT I WORKED ON: