The Wienie 500
Reclaim Oscar Mayer’s place during the season that mattered most, before it faded into just a summer memory.
Shift Oscar Mayer’s perception from a nostalgic relic into a cultural icon.
BRAND STRATEGY + POSITIONING, MEDIA STRATEGY + RELATIONS, MEDIA TRAINING, MEDIA DAY EXECUTION
Create a legit sporting event no one saw coming.’ We launched the first-ever Wienie 500 at the famed Indianapolis Motor Speedway, with six 27-foot Wienermobiles racing before 80,000 fans and millions online. On Memorial Day weekend, hot dog season kickoff, Oscar Mayer pioneered a cultural moment that reignited the brand and reminded people what makes hot dogs great: sparking smiles.
Oscar Mayer was THE viral moment of Memorial Day Weekend
#1
trending on X
8 million
live viewers
6.7 billion
impressions
