In celebration of local flavor and creative tastemakers, Oscar Mayer commissioned three artists to dress a hot dog in their city’s preferred toppings. The artists were sourced and managed by Colossal’s Creative Studio, selected for their playful styles and local pride.

MEET THE ARTISTS

Each tastemaker received a suggested list of condiments and was given free rein to express themselves, represent their city, and adorn the dog in their personal style.

For the first week, we painted plain hot dogs in each city to build curiosity and provoke conversation on how best to top them. In the second stage paint reveal, the three artists’ designs were overlaid. Artists then provided interviews and engaged in social media discussions on the “right” way to Keep it Oscar. The brand leveraged social content across their platforms, with the marquis video exponentially outperforming standard posts at 420,000 views on Instagram.

The success of the campaign was supported by a brand attribution study. The data showed that the campaign reinforced Oscar Mayer’s ownership of their category by 7% (3% industry average lift), and consumer recall of their mural campaign exceeded industry average at 37% (vs. 33%).