NSAC: Wienerschnitzel

Background

The National Student Advertising Competition was a course at SLU where students around the nation were all assigned a single brand and challenged to develop a strategic advertising campaign. During the Spring of 2019 the NSAC partner was the fast-food chain, Wienerschnitzel. The worlds largest hot dog chain, wanted to change the perception of a hot dog. It was to be a 12-month national campaign with a $25 million budget.

I was involved in many ways during this project. I played a vital role in the development of the big idea, and the various advertisements used. I concept tested our ads, slogans, and creative direction multiple times in front of multiple classes. I attended class and group meetings outside of the scheduled class time. I assisted with the plans book design. The plans book served as a supplementary material to our presentation to the judges. It was a 20 page document created with Adobe InDesign. that had all of our research, SWOT analysis, surveys, ads, timeline, etc.

I assisted the research team with the SWOT analysis, competition spectrum, targeted consumers, ads, ad implementation, and much more!

We chose to target Trendmakers and expand the age range to 18 – 34. Because Connectors are influenced by and will follow Trendmakers, our plan is to focus most of the campaign efforts on Trendmakers. A successful campaign for that segment will in turn influence Connectors. Our research indicates that the target audience of both Trendmakers and Connectors have a favorable opinion of the slogan, “Life is better with a wiener.”

The Big Idea

From Memorial Day to Labor Day, “hot dog season” is in full force. Our research shows that 38% of hot dogs are sold throughout the summer months. So how do we expand people’s perception of the hot dog as something enjoyable all year long?

We highlight this one-of-a-kind food in situations when consumers least expect it. We make the hot dog the hero, rescuing hungry, busy consumers bored by just another burger or in need of something special to save the day. We want to prove that Wienerschnitzel hot dogs are the answer when life calls for a fast, delicious solution, no matter the time of year. No matter when or where, life is better with a wiener.

Using a bold slogan and unusual, comic situations in creative executions, our campaign will capture the attention and imagination of consumers – both existing and new.

Our campaign divides the country in to two regions, separated by areas where the brand is known, advertised, and available (the Non-Heartland Region) and those where the brand is relatively unknown but ready for an introduction (the Heartland Region). Given that consumer awareness of Wienerschnitzel varies directly in relation to the presence of restaurants, we propose a limited roll out of new Wienerschnitzel restaurants in select strategic locations. By introducing the brand to consumers interested in quality, value-driven foods made for delicious mobility, we intend to increase both awareness of and demand for Wienerschnitzel hot dogs.

No longer simply a kid-friendly, warm-weather meal, the Wienerschnitzel hot dog is the perfect solution to calm a growling stomach, delight eager taste buds, and please a budgeted wallet. Half of the country knows it, so let’s share it with the rest: Life is better with a wiener.

I worked closely with our creative director that year planning different stories we could tell with our campaign. Although, I disagreed with the final direction the class had picked.

I came up with various ads that would be on streaming platforms. The ads I developed would reflect our campaign direction of inserting Wienerschitzel in moments of duress. 2 out of the 3 ads were designed and scripted by me.

Creative Overview

TV & Streaming:

Wienerschnitzel isn’t your typical brand, so why have typical ads? The humor of these Wienerschnitzel spots will stick in consumer’s heads, cut through the clutter of competitors, and convince them that life truly is better with a weiner. With these advertisements, Wienerschnitzel will push boundaries and increase brand awareness on platforms prefered by our target audience, including Hulu, YouTube, and some traditional television spots.

Print:

Aligned with the overall message that life is better with a wiener, a series of print ads will reinforce the concept that minor mishaps, daily stresses, and hangry behavior can be remedied with a Wienerschnitzel hot dog. To reach our Trendmakers and Connectors, we’re recommending print ads in magazines, including People, Us Weekly, Sports Illustrated, and Wired.

Social Media:

To appeal to Trendmakers and Connectors, we’re emphasizing humor using the slogan as a hashtag (#lifeisbetterwithawiener) paired with Instagram-worthy images. Connecting to the “Mars” television spot, the #ohschnitzel tag can be used by consumers to tag their own minor mishaps on Twitter and Instagram. This portion of our campaign uses sponsored ads to boost followers, likes and engagement from consumers.

Out of Home:

Wienerschnitzel's consumers aren’t sitting at home reading newspapers, they’re out exploring the world, always on the go. Whether they’re commuting to and from work or visiting somewhere in the great outdoors, our consumers can always grab a delicious hot dog from Wienerschnitzel. In airports and metro stops, consumers will be reminded of Wienerschnitzel at key times and locations. The spirit of adventure is evident as life is better with a wiener.

Airport Expansion:

Trendmakers are always traveling, whether on a relaxing trip to Hawaii or a business trip to Kansas City. By putting Wienerschnitzel restaurants in select airports, we are making Wienerschnitzel more accessible than ever before. No matter if you need breakfast, lunch, dinner or a late-night snack, Wienerschnitzel has got you covered.

Hot Dog Carts:

Wienerschnitzel isn’t present everywhere for everyone in the United States, so that’s why we’re bringing Wienerschnitzel to them. Introducing branded hot dog carts in regions where Wienerschnitzel does not have physical locations will build brand awareness. We’ll position hot dogs as a fun, easy, affordable go-to food for all of your adventures, big or small.