Oscar Mayer
Client
Oscar Mayer
Market
New York City
Chicago
Los Angeles
Walls
6
Agency Partners
Colossal Studios
Johannes
Leonardo
Publicis
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%).
Phase One
Plain hot dogs appear across the country, creating mystery and prompting discussion.
Phase Two
The hot dogs are embellished with regional toppings and a generous portion of creative flair.
