Heinz: Wiener Stampede

This case study shows how Heinz, a condiments brand, used small wiener dogs in hotdog costumes to promote its condiments during the US Super Bowl.

Advertiser: Kraft FoodsAgency: DAVID MiamiCountry: USA

Objectives

To breakthrough in a crowded moment and increase awareness, consideration and ultimately sales for the entire Heinz condiment product line up including core products and their varieties.

Breakthrough because Heinz was airing in the Super Bowl, arguably the most dynamic and competitive advertising environment, to communicate their message. With modest means in comparison to the typical Super Bowl advertiser (we had no celeb cameos, CGI or other high production elements), Heinz needed to rise above the challenge and stand out on the biggest advertising stage.

Awareness because, despite...

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