Brand: Oscar Mayer
Advertiser: Oscar Mayer
Lead agency: mcgarrybowen
Effie awards category context
Hot dogs – a cornerstone of America – were exposed as posing a health risk equal to smoking. Negative publicity swirled. Families turned their backs on their beloved hot dogs; category sales were in double digit decline. Oscar Mayer, once America's favorite hot dog, was in the dog house. They needed to rebuild families' trust and earn back their place at the table. Over the critical summer season, we won back the hearts and minds of families, convincing them to try Oscar Mayer hog dogs again, ultimately reversing business declines. America fell back in love with Oscar Mayer hot dogs.
State of the marketplace and brand's business
Hot dogs are a beloved American classic. They are part of all the best summer memories - inextricably linked with ballparks, backyard barbecues, camping trips, and the 4th of July. For many families, it's their favorite meal: relatively inexpensive, easy to prepare and portable. And Oscar Mayer was their favorite brand, with over 100 years of heritage, its catchy jingles and iconic Wienermobile. Then American diets started to change, with growing interest in eating fresh, natural and locally sourced foods. And Oscar Mayer slowly started to see sales soften and household penetration decline. But no one could have predicted the cataclysmic impact of the announcement made on October 26, 2015 by the World Health Organization (WHO) proclaiming that processed meats pose the same health risk as smoking. Overnight, America turned their backs on their beloved hot dogs.