2023-07-19 07:47:20
Heinz launches a movement against the mistreatment of hot dogs in contests and offers losers a way to redeem themselves.
The iconic US company famous all over the world for its sauces, starts a collaboration with the six-time champion of Nathan’s Hot Dog Eating Contest Takeru Kobayashito argue that contestants cannot benefit from the joys of condiments during these contests.
The movement draws its inspiration from real and irrational reactions that people feel when they see hot dogs eaten without seasonings, or worse yet, dipped in water and swallowed whole.
A brand activation who impresses with his bold and fun approach during one of the most famous events in America, the Nathan’s Hot Dog Eating.
In a creative and unconventional way, the movement wants put an end to hot dog abuse for good:
«With 58% of hot dog contest conversations expressing disgust, the movement is inspired by this real-life reaction when people see hot dogs dunked in water and quickly devoured. And as the irrational arbiter of hot dogs and the leader in the seasoning category, we’re sure our fans agree that hot dogs are best enjoyed with Heinz” he has declared Jacqueline ChaoSenior Brand Manager di Heinz.
The initiative was created in collaboration with Wieden + Kennedy New York.
The brand introduced the campaign in early July with one protest banner, appeared in Coney Island, entitled “Hot Dogs Are Not a Contest”. Other content then appeared on Kobayashi’s and Heinz’s social channels.
«Contestants in The Hot Dog Eating Contest continue to bully hot dogs year after year. Consequentially – continued Chao – Heinz has partnered with Takeru Kobayashi, the godfather of eating contests, to further our stance on this movement and give runners-up a chance for redemption».
To win the competition, participants will have to take a video of themselves savoring a hot dog topped with the brand’s delicious sauces and then share it on Instagram by tagging @Heinz.
The first finalist who eats the sandwich “the right way”, i.e. with Heinz seasonings, will have the opportunity to win $10,000, the same prize as the Hot Dog Eating Contest.
The initiative supports the new global creative platform “It Has to be Heinz”, recently launched to celebrate the brand’s 150-year history.
The campaign tells stories of irrational love for Heinz:
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