Hygrade Food Products Corporation: Plump When You Cook 'Em campaign (1970s)

Mariko Fujinaka

Michigan-based Hygrade Food Products Corporation (acquired by Sara Lee Corporation in 1989) introduced a new brand of hot dog—the original Ball Park Franks—to U.S.

Hygrade Food Products Corporation: Plump When You Cook 'Em campaign

Mariko Fujinaka

Overview

Michigan-based Hygrade Food Products Corporation (acquired by Sara Lee Corporation in 1989) introduced a new brand of hot dog—the original Ball Park Franks—to U.S. consumers in the late 1950s. As the company embarked upon its expansion plans for the Ball Park Franks brand in the mid-1960s, it found that an innovative marketing approach was needed to announce its entry in the hot dog category, which was already filled with established competitors. Hygrade's advertising agency, W.B. Doner & Co., decided to focus on a specific characteristic of Ball...

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