There has always been a negative perception toward hot dogs. Inspired by brand supported awareness campaigns, Wienerschnitzel wanted to elevate the image of a hot dog to increase primary demand. There were three main misconceptions that created this negative perception: hot dogs are made from leftover remnants of the animal, hot dogs are one of the unhealthiest things you can eat, and hot dogs are a basic food.
Attitudes towards hot dogs need to change in order to benefit not only this company but all of the hot dog industry. Wienerschnitzel’s happy and celebratory tone will work to improve negative consumer perceptions of hot dogs. This company values community, playfulness, and openness, and these values are what makes them the right fit to lead this charge. We had four months to create a 12-month national awareness campaign to change the minds of Wienerschnitzel's target audience.