Wienerschnitzel Mini Campaign

This campaign was the month-long final project for my advertising problems class.

The Objective Our group’s objective was to increase positive sentiment toward hot dogs as well as the Wienerschnitzel brand.

The Research We conducted both primary and secondary research in order to get a better understanding of why consumers have a negative perception towards hot dogs.

Key Insights A majority of consumers do not have a positive attitude towards hot dogs. By changing consumers’ perceptions and attitudes about hot dogs and the brand, Wienerschnitzel would increase their revenue over the campaign’s 12-month period.

The Big Idea Basic is Better.

Hot dogs are a basic American staple, and we all know that the simple things in life are better.

Our Solution In order to increase positive attitudes towards the brand and the product amongst consumers, we recommend advertising through traditional and modern advertising, such as advertising on TV and radio, as well as internet display ads. We also recommend other integrated marketing campaign efforts, such as sponsorships, sales promotions and event(s).

The visual identity of this campaign was meant to reflect “basic is better” and after copy testing research, we found that this style resonated with our target audience.

My Role For this campaign I was on the Account Planning team, where I created surveys, helped collect primary and secondary research, and helped devise the post-campaign evaluation plan.