This campaign was created for Wienerschnitzel, presented at the 2019 National Student Advertising Competition. We were tasked with crafting a fully integrated marketing campaign for a $25 million budget including, radio, social, and TV advertisements. The following plansbook is a culmination of research and executions of our plan followed by several mock commercials.
We created two 30-second advertisements that show hot dogs in unexpected places while highlighting and celebrating their honest ingredients.
The copy for our "Simply Honest" 30-second ad reads:
"At Wienerschnitzel you don’t have to limit yourself to having hot dogs at ballparks or bbqs. It’s time you knew the rumors about junk meat just simply aren’t true, because hot dogs should only have a reputation for celebration. With the industry wide Certified Honest seal Wienerschnitzel promises our hot dogs are made from 100% real cuts of meat – no trans fats, trimmings, or byproducts – It’s time to keep the celebration going from your lunch break to your post work plans, because rumors shouldn’t limit the celebration. Wienerschnitzel, honesty worth celebrating."
The copy for our "No Limitations" 30-second ad reads:
"Wienerschnitzel knows hot dogs don’t have the best reputation, and with rumors like being made of processed meat or leftover trimmings, we see why you'd limit yourself. But here’s the truth, hot dogs should only have a reputation for celebration. With the industry wide Certified Honest seal Wienerschnitzel promises our hot dogs are made from 100% real cuts of meat – no trans fats, trimmings, or byproducts – so don’t let rumors limit your celebration. Wienerschnitzel, honesty worth celebrating."
We have also developed a Spanish language version of one of the 30-seconds, "No Hay Limites."
We created three 15-second advertisements. In these ads we show hot dogs incorporated in our consumer’s lifestyle while highlighting the industry-wide seal.
The copy for our "Keeping it 100" 15-second ad reads:
"Wienerschnitzel’s keeping it 100% honest with you, Starting with the industry wide Certified Honest seal, promising our hot dogs are made with only 100% real cuts of meat, so don’t let rumors limit your celebration . Wienerschnitzel, honesty worth celebrating."
The copy for our "Sealabration" 15-second ad reads:
"Wienerschnitzel knows the rumors, we’re elevating the hot dog industry with the Certified Honest seal, ensuring hot dogs are made with only 100% real cuts of meat, so come join the sealabration. Wienerschnitzel, honesty worth celebrating."
The copy for our "Stopping the Rumors" 15-second ad reads:
"Wienerschnitzel knows what you’ve heard about hot dogs, but with the Certified Honest seal, we’re stopping the rumors. Promising our hot dogs are made with only 100% real cuts of meat, so don’t let rumors limit your celebration. Wienerschnitzel, honesty worth celebrating."
Since 43% of our target pick up their phone every 20 minutes, we will be pushing our 6-second advertisement during the times they’re using the platform most.
This 30-second ad challenges the current expectations of celebration and encourages our consumers to celebrate Wienerschnitzel’s honest ingredients. The ad will be placed on Spotify and Pandora based on programmatic advertising.
