ExecutiveSummaryThe position hot dogs hold in the American market is a covetable one. They are the epitome of Americana.

This campaign reinforces this position with a human truth so familiar it brings hot dogs to the forefront of the mind any time, any day, every day.

Our target loves experiences they can share with friends and family. We have documented that hot dogs are more than just a food; they’re the key that unlocks warm, fun and exciting moments shared with the people that matter most.

We remind our target of the positive feelings they already associate with hot dogs. They are the subconscious moments all along the consumer’s journey from reminder to craving to purchase to enjoyment to sharing.

With Wienerschnitzel leading the way for the entire industry, we will address the perception of hot dogs as more a summertime food.

We do not tamper with an iconic category. No one should. We just need to reinforce it with one familiar human truth. For me, a focus group of one, I can attest to that human truth about hot dogs: I love my dog.

Respectfully submitted,

Tierney McGilvray President Team 979

Research

Creative

Media

Partnerships

Evaluation

Appendix

Index

The position hot dogs occupy in the market is enviable. Hot dogs are one of those iconic products whose position goes far beyond the market and into the fabric of society. Hot dogs are positioned as Americana, alongside other cultural touchstones like the flag, baseball and apple pie. This position should never be tampered with. Rather, it should be reinforced. On the other hand, hot dogs are positioned as a somewhat seasonal product in the public mind. Perhaps a bit of tampering here would be a good idea. The starting point for our research was to address the three misperceptions in the brief. Were these misperceptions malleable? Would it be possible to change one or more of these and thereby change the perception of hot dogs? To explore the solidity or malleability of the attitudes, we inter-viewed consumers via the Internet and mall intercepts, thus:

ResearchThe when, the how and the why

1) We asked consumers with-in our defined demographics if they believe us when we tell them that hot dogs actually contain quality cuts of meat. A daunting 73 percent of re-spondents said they would not believe us, so if we campaign on this ground, we lose. But it doesn’t matter – they love their dogs anyways.

2) The second misconception revolves around perceptions of health-iness. We asked consumers if they believe us when we tell them hot dogs are healthier than a Subway sandwich. A solid wall of 87.5 percent said they would not believe it. If we campaign on these grounds, we lose. But it doesn’t matter – they love their dogs anyways.

3) Finally, we addressed the third inaccuracy, that hot dogs are just a basic food. We told them hot dogs were actually seasoned with herbs and spices and smoked with hardwood and asked if they believe us. Exactly half the respondents said no -- half of our market. If we campaign on these grounds, we lose. But it doesn’t matter – they love their dogs anyway.

Seasonality rears its ugly head

Delving into Admall and intosecondary research relative to both Wienerschnitzel and National Hot Dog Month, we looked at the occasions and activities surrounding the consumption of hot dogs. We noted these activities and occasions were heavily weighted towards summertime. This bias led us to ask consumers directly when they are most likely to purchase and consume hot dogs. The resulting data painted a picture of dis-tinctly seasonal consumption patterns, with clearly defined peak consumption during the summer, two shoulder sea-sons of lesser demand, and one season of low consumption. The degree of seasonality does vary by region. A key market compar-ison (see chart below) shows that it is most pronounced in the Northeast, but, to one degree or another, the peak season-shoulder season-low season pattern exists in all parts of the country.

The source

We know the when, but we need to know the how. Americans’ love affair with hot dogs is deeply rooted and demonstra-ble by the simple fact of household penetration. But what is its source? We constructed a series of probes to measure the connections associated with eating hot dogs. The results were revealing. We asked consumers whether they enjoy hot dogs when alone. 54 percent say they do. We asked if they enjoy hot dogs with casual friends. 62 percent say they do. But when we asked if they en-joy hot dogs with best friends, the response is notably more positive. 73 percent say they do. Finally, when we asked if they enjoy hotdogs with family, the posi-tives reach their peak. 82 percent say they do. There is, then, a measurable heirarchy of enjoyment. Hot dogs become more and more important according to closeness to the people with whom we consume hot dogs -- closeness to people we love. But how do we translate this love into to a strategy to increase consump-tion? What aspect of the perception of hot dogs do we change?

Tell us how you really feel

We have the when. We have the how. We need one more piece: the why. To find the why, we deployed an established but arcane seman-tic differential methodology (called, ironically in this case, the Epicure-an Scale). It is a research technique designed to delve into the underlying psyche of consumer behavior. It’s arcane, but bear with us for a para-graph to explain. Semantic differential scales are used to understand the attitudes a group of people has toward some particular object or event. Survey- takers are presented with opposing pairs of words and asked to choose on a scale of 1 to 6 how they feel about the something of interest. We employed an established set of semantic differential scales used for analyzing people’s opinions about types of food. Just as an example, we ask them to rate how they feel after eating a deli sandwich on a scale that ranges from excited to not excited. The set of differentials is extensive, but when correlated produces a clear attitudinal picture. From responses to this probe, we get a firm indicator of not only what consumers feel but why they feel it.

The responses to this deep dive into the consumer’s underlying motivations make apparent that Americans’ love affair with hot dogs centers not around the attributes of product itself, but rather around the fondly recalled moments when hot dogs are consumed. It’s not so much the little tube of meat in a bun; it’s where you were and who you were with.

A tautology and a strategy

A simple, circular and obvious truth emerges from the combined research: Americans love hot dogs because they associate hot dogs with love. A clear and logical strategy falls out of this simple human truth. We do not need to make people love hot dogs. They already do. Our message needs only to remind people of how much they love their dogs. If we time those reminders right, consumption goes up and sales go up. As with any seasonal product, the obvious and easiest path to in-crease sales are in the soft shoulder seasons. Extending the season is where the low hanging fruit is to be found, the easiest sell and the easiest way to change perception. Our strategy then is plain, obvious and simple. By reminding people of how much they love their hot dogsthrough a reinforcing message deployed through strategically and precisely timed media, we will . . .

CHANGE THE PERCEPTION OF

THE HOT DOG AS A

SUMMERTIME FOOD

Speaking an American truth

With a 95 percent household penetration, it’s barely an exaggera-tion to say that everybody loves hot dogs. It doesn’t matter who they are or where they come from, they love ‘em. With that 95 percent penetration, we’re not going to make people love them more. But we can craft a mes-sage to remind people to love them more often. In crafting advertising, it is (very) occasionally possible to build a message around a phrase that al-ready exists in the language. It gives the campaign an instant memorability because the phrase is already comfort-ably there in the audience’s mind. The trick is to own the phrase. To do that, there must be a basic hu-man truth that both the everyday phrase and the product have in com-mon; it must apply seamlessly to both. Therefore, the tagline for our campaign, the pre-established univer-sal truth about Americans and their hot dogs:

In the age of the meme and the gif, 10-second spots are in order, both on broadcast and online. Happily, it takes only 10 seconds to remind Americans of their love affair with hot dogs. In this campaign, we cast di-verse personalities -- a dad with his kid, a woman who speaks baby-talk to her dog, a grandfather, a celebrity here and there, your amigo mexicano, a kid -- to speak a common truth: “I love my dog.” The videos also convey a consistent message of immediacy. With heavy media buys in the shoulder season, they carry the suggestions of “now,” “today” and “this week.” The spots are designed to remind people of how much they love the times when they eat hot dogs and to suggest that now should be one of those times. (View three sample TV spots in our Dropbox).

CreativeI LOVE MY DOG

Topdogs

Fifteen percent of hot dogs are sold every year by street vendors. So we take to the streets. In selected major markets, we replace standard taxi-top ad tents with an acrylic hot dog emblazoned with “I love my dog” and Wienerschnitzel branding. They light up at night, of course, reminding people 24 hours a day to stop at the corner hot dog stand or pick up some at the market on the way home. We reinforce our street-level communication with bus shelter posters, a last-minute reminder to commuters of how much they love their hot dogs and that maybe now would be a good time to take some home for dinner. Juicy, tasty and online

Online banner and floating ads rely on the appetite appeal of a juicy, tasty hot dog beauty shot popping up on your screen any time of day or night, with heavy emphasis on the shoulder season when people think less frequently of hot dogs for dinner or lunch. To avoid fatigue, copy will feature spins and variations on the “I love my dog” line.

Cool stuff

This campaign lends itself to merchandising. Wienerschnitzel says it uses merchandise “for additional awareness of the brand.” By deftly applying the “I love my dog” campaign to branded merchandise – T-shirts, hoodies, aprons, paper plates, cups and more – the “additional awareness of the brand” will not only go up but will be cheerfully more positive. At Wienerschnitzel’s discretion, the company can make the “I love my dog” merchandise creative available to others in the industry. Obviously, Wienerschnitzel may prefer to keep the merchandise exclusive to its own brand.

Media drives the effort to change the perception of hot dogs as a pre-dominantly summertime food. By making heavy buys in the fall and spring shoulder seasons, sustained by summer buys at a maintenance level, our reaffirming messages reach our targets when it matters most. Over the top, online display, and social me-dia ads provide us the opportunity to reach our audience digitally and pro-grammatically. In addition, in-store, out-of-home, and television buys allow us to weave our message into our tar-gets’ everyday experience. For timing, costs and an overview of the campaign’s seasonal flow, please see the Appendix.

Over the Top

Our target market is 70 percent more likely to watch Hulu. Spending $500,000 on the streaming service will lead to 125 million impressions through-out the course of the campaign. Our consumers index 44 percent higher than the average purchaser to vis-it YouTube. Spending an additional $500,000 on YouTube will yield 125 million more impressions.

MediaIn the driver’s seat

Copy Testing

Again using Instagram, we asked two discrete groups to fill in the blank in the sentence, “I ______ my dog.” The first group received the statement against a blank back-ground. The second group received the same statement, but set over a beauty shot of a hot dog. The results were surprising. The first group (blank back-ground) filled in a variety of words

– pet, hug, miss, need, etc. – with the most common response (at 21 percent) being “love.” In contrast, the second group (hot dog background) showed a 138 percent positive shift. 50 percent of the respondents filled in the word “love.” This tends to indicate a pre-disposition to buy into the campaign tagline and that the common English expression is ownable by Wiener-schnitzel and the industry.

Seasonality Concept Testing

To test the validity of the assumption that seasonality is mal-leable, we conducted a binary test via Instagram during the shoulder season (March). Over a beauty shot of a hot dog, we gave respondents two choices to measure what effect, if any, a reminder would have. One choice was, “Now that you mention it, a hot dog would be pretty good right now.” The alterna-

tive choice was, “Nah. It’s the wrong time of the year for a hot dog.” Based on nearly a thousand responses, 65 percent said that, when we remind them, a hot dog would be good in March. Only 35 percent chose the other option. This suggests softness in shoulder season habits. It indicates that, with properly timed media driv-ing a compelling reminder, shoulder season consumption can be in-creased.

Social media for social targets

Online display advertising allows us to programmatically deliver our video ads with great efficiency, which complements our presence on Hulu and YouTube. Also, our spend on ban-ner ads reaches our audience through a mobile device or computer, with no video involved. Additionally, Google AdWords allows advertisers to display brief advertisements, products, or generate search results to web users. Based on a total spend of $1.5 million on online display, we garner 625 million impres-sions.

Through our social media push, we intend to implement an increased ad presence during the pre-defined shoulder seasons, with the intent to extend the seasonality of the hot dog while still distributing ads at a lesser frequency during the maintenance months of the summer. 77 percent of both the Connec-tors and Trendmakers use Facebook the most when comparing social media platform usage. Similarly, In-stagram indexes at 146 on Simmons Insights and encompasses many of the descriptors provided for both demo-graphics. Simmons Insights shows that Facebook indexes at 122 across both

demographics. By running 10-second video ads on Facebook and Instagram, with $744,232 allotted to each, we will garner 336 million impressions across both platforms. Snapchat geofilters will be used at both Bonaroo Music Festival and The Governors Ball respectively to maximize the camping associa-tion with hot dogs. Buying a range of 86,484 square feet during the times of the festivals costs virtually nothing -- $26.62 total for both events. Geofilters offer the unique experience of organic advertising in that fans will use our fil-ter when sharing the experiences they love as they happen at each festival. (Check out the animated geofilter in our Dropbox). We plan on reaching Snapchat users through the use of 10-second video ads on their Snapchat stories. A variety of descriptors were used to target both demographics at the same time. At a cost of $5,160, the Snapchat shoulder season ads will yield 281 mil-lion impressions. Simmons Insights shows an in-dex of 136 for Pinterest among our two target demographics. Promoted pins allow us to control the creative aspect of our ads, while an implementation of collaborative pins offers the opportu-nity for recipe and moment sharingamong Pinterest users. At a total cost of $750,000, our Pinterest ads will garner 52.1 million impressions.

Programmatic

Take to the streets

A regular taxi topper is dull, normal, even invisible to those in the street. Topping taxi cabs with a giant hot dog bearing our tagline, “I love my dog,” in 35 markets will catch many commuters’ attention. Somewhat cu-riously, people in our target audience are 38 percent more likely to notice the advertisement while waiting for public transportation than the average consumer. A spend of $1.2 million will garner between 9.3 and 12.4 million impressions. Backlit dioramas in subway stations in selected markets allow us to capture the attention of many on their daily commutes in selected mar-kets (Los Angeles, Hartford, Chicago, Baltimore, Boston, Providence, New-ark, Jersey City, New York, Buffalo, Cleveland, Akron, Philadelphia and Washington). Bored passengers stuck on platforms are perfect – even grate-ful –audiences for a cheerful, amusing message. Our audience is 33 percent more likely to be impacted by these dioramas when using public transpor-tation. Spending $900,000 in subway stations will garner a total of 2.5 and 8.4 impressions. The shelters are simple areas where commuters can stay warm or dry while waiting. A waiting audi-ence is a captive audience, a bored audience amenable to a bit of a smile.

Since our audience is 47 percent more likely than the average consumer to take the bus, we will spend $786,000 to reach between 66 and 124.7 million impressions.

According to a 2016 Deloitte survey, 93 percent of people use their mobile phones while shopping. Our purchase of Beacon Stream assures that those 93 percent of shoppers will see our campaign message. When customers walk into stores, transmitters will send push notifications to smartphone users with the message “I Love My Dog” and a glamour shot of a tasty, dressed hot dog. Weighted toward fall and spring, a total of $1 million will produce 167 million impressions, each one at the very moment when the purchase deci-sion is made. The Walmart Smart Network lets us connect directly with at least 140 million shoppers on a weekly basis.

The “I Love My Dog” campaign will show in more than 2,500 Walmart Stores throughout the nation. Weighted toward the spring and fall shoulder seasons and with lower-level summer maintenance, a $1 million investment will lead to 500 million impressions. Like the Beacon Stream initiative, these are impressions made at the moment of the purchase decision.

Where the little eyeballs are

Our audience indexes 24 percent higher than the average consumer in watching television with their children. They are 27 percent more likely to be affected by products being adver-tised they see while watching with kids. Some of the most popular chan-nels they watch are Cartoon Network, Comedy Central, Disney, Disney XD, MTV, and Nickelodeon. By reaching the top 30 DMAs in the United States at 400 GRPs with a CPP of $31,037, we will reach the majority of our audience. A total spend of $12.4 million on television equates to 284.3 million impression, all the more effective because TV is the medium that our target is most influ-enced by.

The moment of truth

There is a growing phenomenon in the United States which proposes a correlation between corporate social responsibility and consumer trust. It is becoming a truism in modern com-merce that socially responsible actions are a major factor in trust in the mar-ketplace. Wienerschnitzel has the perfect opportunity to take the initia-tive in this area in an important and visible manner.

We urge Wienerschnitzel to take the lead through The National Hot Dog and Sausage Council to partner with Chef Jose Andres’ World Central Kitchen disaster relief program. We recommend the initiative be called “Dogs for Underdogs.” Chef Andres’ and his World Central Kitchen mobilize to be on the scene of natural disasters almost im-

mediately in order to provide food to victims of the disaster. (It is quite in-spiring to watch Chef Andres’ Ted Talk, “How we fed an island after Hurricane Maria hit Puerto Rico.”) Likewise, the Council can mo-bilize quickly to ensure a significant quantity of Dogs for Underdogs ar-rives at the emergency kitchen. Ideally, the Dogs for Underdogs initiative would involve and speak for the entire industry, coordinating dona-tions by hot dog retailers, servers and manufacturers. According to a Nielsen 2015 survey, consumers are 50% more like-ly to support brands that take social responsibility. Because our two tar-get demographics value things like belonging, balance, happiness and vitality, they’d love to know that the industry that gives them memora-ble moments helps others in times of deep struggle.

As a small and subtle plus-up to the industry-wide Dogs for Underdogs initiative, Wienerschnitzel should ship a quantity of its branded “I love my dog” aprons for use by the volunteers in every emergency kitchen. The chef and his organization enjoy an immense following on Ins-tagram (321k) and Facebook (277k). The partnership with the World Cen-tral Kitchen will function as a portal for the feel-good stories that thrive on these platforms, resonating viscerally with our audience. The publicly visible and positive aura of social action will reinforce a positive image of Wienerschnitzel and, through the Council, the hot dog in-dustry as a whole. Besides, it’s just the right thing to do.

Sharing the lovePartnerships

Dogs for Underdogs

All You Need is Love

A Connector seeks quality experiences that they can share with family and friends. A Trendmaker seeks self-expression, style, adven-ture and vitality. If you go to Bonnaroo and The Governors Ball, you might well meet them both. The numbers show they are 70 percent more likely to follow their favorite music groups on social me-dia, 61 percent more likely to be on Spotify and 43 percent for Apple Music. Against music services Groove and RDIO, they index crazy high, 246 and 272 respectively, showing that these Trendmakers connect with and deeply understand their music.

Any festival goer knows that good music festivals always go hand in hand with good food. They are perfect places for Wienerschnitzel to make a statement about hot dogs. In the early days of music festivals, they were frequently called “love-ins.” That feeling still pervades festivals. To capitalize on that feeling, we will construct and place a dupli-cate of Robert Indiana’s famous LOVE sculpture – resting not on a pedestal, but on a giant hot dog bearing the “I love my dog” tagline. Connections and shared experiences are important to our target consumers. It’s even stated that Trendmakers use social media as a way to chronicle their food adven-tures. The LOVE-hot dog sculpture will be a visual magnet, an irresistable backdrop for selfies and posts on

social media. This statue is a playful, hot dog twist on a familiar landmark, to both comfort and simplicity-valued Connectors and adventurous and plugged-in Trendmakers. In turn, these user-generated posts become photographic links between love and hot dogs. We buy Snapchat geofilters specific to each music festival. The graphic overlays will allow adven-turous festival-goers to engage and spread our message organically while providing a lasting reminder within their camera roll. Creatively, each geo-filter will match the atmosphere of the festival and link our overall message, I Love My Dog and Wienerschnitzel branding, to the festival’s love-in vibe. (Check out the animated geofilter in Dropbox.)

It’s fair to say most attendees at music festivals are environmental-ly conscious. The people who run the festivals certainly are. Can you imag-ine the tons of trash on the festival grounds after just one day? There is a great deal of emphasis on not littering and with picking up after yourself. This gives us the opportunity to partner with Bonnaroo and The Governors Ball in a mutually benefi-cial initiative which will serve festival management, festival goers and the hot dog industry. We will donate trash cans to each festival at no charge. In exchange, each trash can will bear our message, “Love your dog, just clean up after it.” Plus, of course, the logo.

Festivals are fun, playful, and exciting environments. By cheerfully inviting attendees to enjoy a hot dog and keep the grounds clean, we’re staying true to both the vibe of the festival and the Wienerschnitzel brand personality, while simultaneously promoting hot dogs and social re-sponsibility. It helps that this initiative is relatively inexpensive. Plus, it’s just the right thing to do.

Let’s Talk Trash

To evaluate the effectiveness of this campaign, we must first establish baselines to know where the category stands at launch. Two baselines are already set in the Case Study: the overall sentiment associated with the word “hot dog” and the total current consumption of hot dogs through all distribution points, including restaurants, grocer-ies, etc. In order to affirm that advertise-ments are working across all digital platforms, we will conduct periodic recall studies, including surveys at the end of each flight during the year and randomized recall measures following public relation initiatives.

Recall studies are a long-estab-lished measurement tool. However, we propose to conduct these measure-ments in a radically innovative way: by using Amazon’s Alexa and its listening feature. Less intrusive than a phone call and more certain to get to the interviewee than an internet survey, Alexa can be programmed to ask the question, “Do you recall seeing a hot dog ad recently?” in our media mar-kets and record the quick response. The follow-up question, “Do you recall

seeing an ‘I love my dog’ advertise-ment recently?” will gauge the detail of recall. This revolutionary methodology will give us instantly quantifiable measures of consumer recall of our campaign. In order to assess the impact our presence has on festival-goers, we will send a survey to ticket holders after the festival is over. This will measure whether our audience recalls seeing the LOVE sculpture and garbage can promotions and whether they interact-ed with them positively or negatively. Traditional phone surveying is possible since the ticket holders provide their phone numbers to the festival upon ticket purchase. At the same time, we track com-ments associated with LOVE statue photo and selfie posts on social media platforms. A correlation of positive comments to negative comments will give us a measure of the sentiments stimulated by the initiatives.

In addition to this, we will track the total usage of the phrase “I love my dog” across the internet. An uptick in the online incidence of the phrase will indicate the extent to which we have begun to own the pre-existing expression. Simultaneouly, we will track the number of times the words “hot dog” or “hot dogs” appear across all media through social listening tools (e.g., Google Alerts, Brandwatch). We will do this daily and continuously from campaign launch to its conclu-sion to track quantitatively the extent to which consumers are talking about and thinking about hot dogs and when. If the campaign ends after one year, this measurement should contin-ue through the following year to look for any decline in the conversation level. As a endline and summary measure, we will repeat the baseline surveys, using semantic differential scales to document the actual shifts in the consumer’s mind, probing spe-cifically for shifts in and softening of attitudes related to seasonality.

Yeah, but is it working? Evaluation

Recall revisited

Good listeners

Appendix

6 13 20 27 3 10 17 24 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28

CPM ImpressionsYouTube $4.00 125,000,000 $500,000

Hulu $4.00 125,000,000 $500,000$1,000,000

CPM ImpressionsFloating Ads $2.00 33,000,000 $250,000Banner Ads $2.00 33,000,000 Summer Maintenance $250,000

Full Motion Video $5.00 289,000,000 Summer Maintenance $500,000Google AdWords $5.00 270,000,000 Summer Maintenance $500,000

$1,500,000

CPM ImpressionsFacebook $2.00 168,000,000 Summer Maintenance $744,232Instagram $2.00 168,000,000 Summer Maintenance $744,232Pinterest $4.14 52,100,000 Summer Maintenance $750,000

Snapchat Ad $0.02 281,095,000 Summer Maintenance $5,160 Snapchat Geofilter xxx xxx $3,103

$2,246,727

CPM ImpressionsBus Shelters $11.90- $6.30 66,024,000-124,712,000 $786,000

Subway Stations $357.14-$107.14 2,520,000-8,400,000 $900,000Taxi Toppers $131.38-$98.54 9,324,000-12,432,000 $1,225,000

Total Cost for Out of Home $2,911,000CPM Impressions

Beacon $6.00 166,666,667 $1,000,000Walmart Smart Network $2.00 500,000,000 Summer Maintenance $1,000,000

$2,000,000

TV DMA's Weighted Pop 18-49 Total GRPsNew York 8,879,200 400 Los Angeles 7,836,200 400 Chicago 4,149,900 400 Philadelphia 3,262,200 400

Dallas/Ft. Worth 3,189,400 400

San Francisco 2,980,300 400

Boston 2,575,000 400 Washington DC 2,820,800 400 Atlanta 2,808,300 400 Houston 2,830,700 400 Detroit 1,969,400 400 Seattle 1,955,800 400 Phoenix 2,014,200 400 Tampa 1,654,900 400 Minneapolis 1,860,600 400 Miami 1,937,100 400 Denver 1,719,400 400 Cleveland 1,440,300 400 Orlando 1,480,900 400 Sacramento 1,655,900 400 St. Louis 1,284,800 400 Portland 1,270,800 400 Pittsburgh 1,083,300 400 Raleigh 1,278,300 400 Charlotte 1,265,700 400 Indianapolis 1,179,100 400 Baltimore 1,186,100 400 San Diego 1,361,000 400 Nashville 1,114,200 400 Hartford 1,030,600 400

Total Cost for TV 12,414,800$ Total TV Impressions 284,297,600

Total Media 22,072,527$

Production 2,850,000$

Grand Total 24,922,527$

January 2020 - December 2020CHANNELS

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