IT’S REVIEW TIME Do you feel like your brain is bursting with juicy hot dog info right now? No worries, let’s recap. You asked us to tackle three misconceptions: 1. 2. 3.
STRATEGY:
DEFEND THE DOG People should no longer have to walk around feeling shame and guilt for enjoying a treat as tasty as the hot dog. They’re not made of lips and a**holes, and while people will never believe it’s “healthy”, it can be part of a healthy diet. It is also the best kind of basic— completely customizable! We’ll create a movement that aims to tear down the misconceptions about the dog and eliminate the surrounding shame.
Hot dogs are made of leftover meats. Hot dogs are unhealthy. Hot dogs are the most basic food.
After reading hundreds of articles and talking to thousands of people, analyzing current food perceptions and the craze of organic foods, we came to one big realization. We’ll never get our target market to buy into the strategy that any processed meat can be “healthy.” Furthermore, our research uncovered an insight that pointed to a deeper, underlying issue we knew we had to combat with our campaign.
IN OUR CAMPAIGN
WE WILL
1.
Show how the hot dog rumors are fake and set the record straight.
2.
Not try to convince people that the hot dog is a “health food.”
3.
Show that basic isn’t bad, it is a blank slate ready to be customized.
HOT DOGS ARE SERVED WITH A SIDE OF SHAME
4.
Keep in mind the success of the competing taco and be sure to target the right demographic, have experiential along with a mix of online and traditional media, and cultivate relevant partnerships.
Ordering a hot dog has become socially unacceptable, perpetuated mostly by mystery meat rumors that have no basis in facts. The public has some alarming misconceptions about what’s in the dog, which informed the strategic direction of our campaign. We knew we needed to set the record straight about these leftover lies or else the hot dog will never appear appetizing.
5.
We will fight the stigma and rebel against the hot dog norms by urging people to come together in a movement to defend the dog.
INSIGHT:
TONE Empowering, playful, rebellious, confident
INSIGHT & STRATEGY
8
