TASTES LIKE FREEDOM
People assume plant-based products taste bad — yet nearly half of Americans haven’t even tried them.
Oscar Mayer used science to match flavor, texture, and color — creating a plant-based hot dog that’s practically indistinguishable from the real thing. So instead of telling people it’s just as good, we’ll let them realize it for themselves.
Let’s trick America into realizing there’s no difference in the dog.
Art Director: Abby Pallant
Copywriter: Courtney Ou
To kick off grilling season — and our trickery — we’re swapping out photos of traditional-meat hot dogs with plant-based nothotdogs in every OOH ad to prove there’s no difference in look.
But we aren't stopping at photos. We’ll replace the hotdogs at Wrigley Field (Oscar Mayer’s home team stadium) with plant-based nothotdogs to prove there’s no difference in taste, either.
We’ll give hot dog lovers the chance to win an Oscar Mayer sponsored 4th of July party through a “Spot the Difference” OOH contest that’s sure to rile up fans.
(but the gag is that no one will realize there aren’t any real hot dogs pictured, solidifying that there truly is no difference to spot!)
Finally, by placing our “from meat” sticker across the tagline on our billboards, we’ll let America in on our secret: The difference between a traditional-meat hot dog and a plant-based nothotdog was indistinguishable all along.
We’ll bring it home by returning to Wrigley Field, letting hot dog lovers know they were duped all along.
Proof that Oscar Mayer’s plant-based hot dogs don’t just taste and look the same as a real one, but they sound just as good, too.
Radio :30
Sounds Legit to Me
SFX: hissing of the hot dog hitting the grill
SFX: sizzle noises as the casing of the hot dog is grilling
SFX: popping sound as the casing pops open from the grill heat
SFX: snapping of the hot dog being bitten into
SFX: someone eating the hot dog with a satisfied “mmmmmm”
VO: Oscar Mayer hot dogs. Tastes like freedom.
SFX: 3 seconds of silence
SFX: record scratch
VO (deadpan, subversive authority tone and delivery): Same sizzle. Same pop. Same snap. Same taste. Betcha had no clue you were listening to Oscar Mayer plant-based NotHotDogs. Don’t believe it? Throw one on the grill today to hear it for yourself. Mmmmmm Oscar Mayer NotHotDogs. Tastes like freedom…from meat.
We’ll take to social, showing that even the pros can’t tell the difference.
And for the beloved Wienermobile? Yeah, it went unnoticeably plant-based too.
In The New York Times, we’ll apologize for our trickery by offering America a free pack of Oscar Mayer nothotdogs so they can taste and see just how indistinguishable they are from their meat-based counterparts.
