Wienerschnitzel
This year the American Advertising Federation partnered with Wienerschnitzel, the world's largest hot dog chain, to be the client for the 2019 National Student Advertising Competition. The case stated that the brand wanted to change consumer misconceptions around the hot dog, ultimately elevating the image of hot dogs for the whole category.
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My team conducted extensive research through an Attitude, Awareness and Usage Survey, focus groups, interviews, intercepts and netnography; so we were surprised when the responses led us in a different direction. The consumer insight we found was that hot dogs don't need to be changed, they need to be celebrated.
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So instead of creating a campaign around what hot dogs aren't, we created a celebration for what hot dogs are.
Below you will find some key strategy pages from our book that I worked directly on with a group of team members. I was responsible for brainstorming creative strategy based on consumer insights, creating personas through journey mapping, and writing the copy for the book and the script for our presentation along with two other teammates.
