- Oscar Mayer is rebranding its signature hotdog-shaped motorized vehicle from the Wienermobile to the Frankmobile, in accordance with a news release.
- This is the first such change for the roving, elongated vehicle since it debuted in 1936. The Kraft Heinz marketer said the overhaul promotes its all-beef frank products, which have recently switched up their recipe for a more balanced, flavorful taste.
- Changes also affect Oscar Mayer’s Wiener Whistles, which are actually Frank Whistles, and Hotdogger drivers, who will probably be known as Frankfurters. As a part of the rollout, Frankmobiles will dole out coupons for a free pack of hot dogs to customers who’ve Frank of their name.
Oscar Mayer is shaking up its hot dog strategy ahead of Memorial Day weekend, the kickoff to cookout season. Creative agency Johannes Leonardo, PR agency Zeno Group and social agency The Kitchen assisted with the hassle timed to the unofficial start of summer.
A fleet of six Frankmobiles hitting the streets this week aim to boost awareness for Oscar Mayer’s reformulated 100% Beef Franks because the product lands on food market shelves nationwide. Meanwhile, the “Franks for Frank” giveaway looks to attract foot traffic to the eye-catching vehicles, which tour across the country and will be tracked through an interactive map on Oscar Mayer’s website. Frankmobiles come outfitted with “please don’t lick” decals but are largely similar in design to the old Wienermobile, which has existed since the Great Depression.
The rebrand’s deal with natural, 100% beef ingredients may very well be a ploy to win back consumers who’ve gravitated away from processed foods, a trend that’s weighed on Oscar Mayer and parent Kraft Heinz up to now. Kraft Heinz wrote down the worth of its Oscar Mayer and Kraft brands by $15.4 billion in 2019.
The pandemic helped packaged foods get a second win with more people cooking at home, though the category is now contending with managing price hikes driven by inflation. Kraft Heinz recently posted first-quarter earnings that beat Wall Street’s estimates.
Oscar Mayer’s overhaul of the Wienermobile is an element of a “Keep It Oscar” brand platform that was established with Johannes Leonardo two years ago. The refresh is intended to bring greater unity to Oscar Mayer’s portfolio while specializing in light-hearted but off-the-wall marketing. In April, Oscar Mayer converted the then-Wienermobile into a marriage chapel where couples in Las Vegas could tie the knot.
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