Dive Brief:
- Oscar Mayer is celebrating the 90th anniversary of the Weinermobile with a limited-edition birthday cake from dessert chain Milk Bar, according to information shared with Marketing Dive.
- The Wiener Cake will be available at Milk Bar locations in New York, Los Angeles and Chicago from July 31 to Aug. 2, while supplies last. In addition, fans who are turning 90 during July and August will have the chance to receive a visit from the Wienermobile by visiting a dedicated landing page.
- The effort comes as the Kraft Heinz brand looks to continue its summer marketing push. The campaign, which was developed by the Zeno group, is focused on earned media. Kraft Heinz’s in-house marketing shop, The Kitchen, is captaining social media and creator efforts.
Dive Insight:
The Wienermobile has been a core piece of Oscar Mayer’s branding over the years and has appeared at parades, weddings and birthdays. The partnership with Milk Bar celebrates the history of the mobile hot dog vehicle while also tapping into the virality of hot dog cakes, with Google searches for the term up 150% year-over-year, according to press materials.
The Wiener Cake is a hot dog-inspired take on Milk Bar’s signature Birthday Cake. The two-tiered cake is wrapped in hot dogs, covered in “ketchup and mustard” confetti sprinkles and topped with a Wienermobile cake topper. By partnering, both brands have an opportunity to drive brand awareness and tap into a buzzy social media-driven trend.
"Our goal was to celebrate the Wienermobile's legacy in a way that felt fresh and culturally relevant—taking an internet-born trend and turning it into an integrated campaign that spans social, experiential and earned,” said Hannah Santangelo, group creative director, Zeno Group, in press materials.
The campaign rides the coattails of the Wienie 500, a Wienermobile race that occurred ahead of Memorial Day. The cake-based effort is part of a larger turnaround strategy by Kraft Heinz, which in February paused plans to split its grocery and condiment businesses. The CPG giant increased marketing investment by 37% YoY during Q1, with plans to continue investment throughout the year.
In May, Kraft Heinz rolled out its largest portfolio campaign to date ahead of America250 celebrations. The campaign, which included Oscar Mayer, was heavily themed around Memorial Day and summer cookouts. Strategic partnerships have been integral parts of the turnaround strategy. The company recently announced a long-term partnership with The Walt Disney Company across food service, media and events. Kraft Heinz also this year became the first global condiment partner of the NFL as part of a five-year partnership with the NFL.
