Oscar Mayer is joining social media's timeless “hot dog or legs” debate this summer with a new marketing campaign that carries the message that “all hot dog legs are Oscar Mayer legs,” per details shared with Marketing Dive. The #HotDogsForLegs campaign, made with creative agency Johannes Leonardo, sees the brand merging its own product with a viral social media trend, potentially helping it connect with younger audiences.
The lighthearted “hot dogs or legs” question has for years seen consumers playfully debating whether or not an image, typically posted on social media around the summer months, is a pair of tanned legs or hot dogs. Currently, “Hot Dogs or Legs” has over 9 billion views on TikTok alone, per release details. In an effort to tie into the conversation, the Kraft Heinz brand is unveiling “bold” images of real hot dogs on social media along with out-of-home (OOH) placements in Huntington Beach, Los Angeles and Chicago, including the Chicago lakefront.
Additional OOH placements will include mobile boat billboards that transverse the coasts of Miami and Fort Lauderdale, Florida. Later this month, Oscar Mayer will unveil additional creative on social media that features real images of fans’ “hot dog legs,” per release details.
“Oscar Mayer is excited to finally give the #HotDogsOrLegs debate the spotlight it deserves,” said Kelsey Rice, associate director for Oscar Mayer Brand Communications, in release details. “A natural extension of our ‘Keep it Oscar’ brand program, this activation brings the fun of Oscar Mayer to life-celebrating legs that look like hot dogs and Oscar Mayer's delicious meats.”
Additional partners on the campaign include paid support from P57, social media from The Kitchen and public relations by Zeno Group. Oscar Mayer has been on a marketing blitz in recent months as part of its “Keep it Oscar” platform, which was established by with Johannes Leonardo two years ago. In May, for example, the company rebranded its signature hotdog-shaped motor vehicle from the Wienermobile to the Frankmobile, a move meant to promote its all-beef frank products.