From a company known for Fenway Franks
To the hot dog that shaped America.
CHALLENGE:
If you’ve ever had a Kayem hot dog, your opinion was most likely “damn, that’s delicious”. In fact, we dare you to spend more than 5 minutes inside Boston’s Fenway Park without your mouth watering for one of their famous “Fenway Franks”. But with a small marketing budget and plateauing awareness, Kayem was eager to expand beyond the status quo and do something big and bold. They needed an idea that would maximize spend, generate earned media and launch their new hot dog flavor, “Cannon Fire”.
STRATEGY:
Everyone knows that there is nothing more American than the hot dog (nice try, apple pie.) So with the United States celebrating its 250th anniversary, it provided the perfect launching pad for a big, bold idea. With the tagline “There when it matters most”, we sought to retell American history, restoring the rightful place hot dogs held in shaping this great nation over the past 250 years.
CREATIVE SOLUTION:
We started by reimagining famous early American artwork by adding hot dogs in each classic moment. The modified paintings were hung in the Museum of Fine Art, Boston, while also traveling in a roving gallery across New England — making stops at the likes of Faneuil Hall, Fenway Park and even The New England Patriots training camp. We also created a limited edition line of colonial chic, hot dog forward merch called “The Declaration Dogs Collection” and distributed a 250-pack of hot dogs (you’ll never guess why.) We even told the story of Uncle Frank, the younger, forgotten brother of Uncle Sam who helped spread the good word of the hot dog. Why? Because it’s America. And hot dogs. So, you’re welcome.
Curating Real Artworks
In a unique brand collaboration to honor the nation's 250th, we worked with the Museum of Fine Art, Boston to select three historic artworks from their "Art of the Americas" collection to be featured in both the campaign and in the museum. We then added nine more paintings from other sources and collections to create a robust traveling exhibition of American artworks. Most importantly, hot dogs were added to each painting.
A very special thank you to the MFA for providing:
• "The Passage of the Delaware. With hot dogs."by Thomas Sully
• "George Washington with hot dog."by Gilbert Stuart
• "Pat Lyon at the Forge. With them dogs."by John Neagle
The Declaration Dogs Collection
A web experience brought consumers deeper into the revolutionary theme, offering a shopping experience where customers can engage with hot dog themed merchandise. In the colonial marketplace consumers could browse leather horse saddles with custom hot dog holders, tri-cornered hats equipped with hot dog straps, a quill and inkwell designed for ketchup and mustard, and much more
Paid Media
The campaign was distributed across Kayem’s owned channels along with paid social, CTV, OTT, Youtube and a strategic OOH buy across the New England area that included marquee placements in Fenway Park.
The 250 Pack
As a part of the fanfare, we released a limited edition 250 pack of hotdogs. The hulking package clocked in at nearly 30 inches in length and offers “25 pounds of patriotic pork and beef”, perfect for backyard bbqs in a multi-unit apartment complex, distant family reunions or marching band gatherings.
