WHY THE WURST?
DEAR AMERICA, We hear you. Hot dogs are the worst. Except, are they really? No. So, are WE the worst? Also, no. We’re the Wurst. And we’re ready to flip the script. What are we going to do about it? Simple. If you assume hot dogs are made of lips, a**holes, feet, human DNA, pink slime or snouts, then we assume you know nothing. Don’t worry. We’ll tell you everything. You might not know when or where, but we’ll pop up. Are you watching closely? Get ready for the truth. Yours truly,
THE WURST MOVEMENT
The Wurst Movement is a call to action to all those who feel suppressed by negative connotations. We’re tearing down the misconceptions and standing up to social stigmas. By calling ourselves “The Wurst Movement” we’re creating a strong connection to hot dogs by playing off of the popular variety, “Bratwurst.” The name also acknowledges that people already view the hot dog as the worst type of meat. We’re embracing that stereotype and turning that negative connotation into a positive.
HOW WE’LL BRING IT TO LIFE The Wurst Movement will roll out in three phases:
PHASE 1: ANTI-BULLYING First we’ll address the negativity hot dogs have experienced for decades.
PHASE 2: DEBUNKING Next, we’ll debunk the concerns and myths about hot dogs.
PHASE 3: INFILTRATION Finally, when the air has been cleared about hot dogs, we’ll shift our focus to making hot dogs the next big food craze.
THE LOGO BEHIND THE MOVEMENT WATCH OUR L AUNCH VIDEO IN DROPBOX This video will play across our website and social media channels to launch The Wurst Movement.
BIG IDEA
The Wurst Movement is defined by a gritty underground feel that gives the “plain” hot dog an edge. The movement aims to benefit all hot dogs, while hinting at a connection to Wienerschnitzel. To achieve this, we’ve taken the iconic red W of the Wienerschnitzel logo and modernized it by sharpening the angles and darkening the color palette to fit with the woke energy of The Wurst Movement.
9
