Brief in brief:
With growing consumer skepticism about artificial preservatives, added nitrates and nitrites and by-products, sales of hot dogs have been in decline with consumers purchasing less frequently or leaving the category altogether. Kraft Heinz briefed Bulletproof to create a new pack design for Oscar Mayer Hot Dogs, which clearly communicated the delicious taste of their ‘dogs’ while reassuring consumers that only quality ingredients are used in the product range.
Our thinking and doing:
With over 125 years of heritage, we understood the need for an iconic and confident design that would reflect the brand’s authority and leadership within the category. To reinvigorate Oscar Mayer Hot Dogs for future generations, we looked to the brand’s rich past and discovered a distinct asset, which held tremendous relevance in this age of cleaner ingredient lines.
Going all the way back to the man himself, we found that Oscar Mayer Hot Dogs were originally wrapped in a simple yellow paper band, which soon became a beacon of quality and consistency at a time when the meat industry was untrusted.
Our “Iconically Oscar” design platform pairs a modernized version of the yellow band with deliciously simple and mouth-watering food photography. The band gracefully enrobes the irresistible hot dog to form our one-of-a-kind design architecture.