TASTES LIKE FREEDOM

Art Director:

People have a preconceived notion that plant-based products taste bad, but approximately 47% of Americans have never even tried them. Oscar Mayer utilized science to find plant-based matches for flavor, texture, and color, to create the best plant-based hot dog. Let’s trick America into realizing the difference between a traditional meat hot dog and the Oscar Mayer plant-based hot dog is indistinguishable.

The passerby with a keen eye for detail might notice that the hot dogs they are staring at are actually Oscar Mayer plant-based, but to the rest of the world it’ll just be a good lookin’ hot dog.

To kick off grilling season, Oscar Mayer will launch a series of OOH that focuses on product imagery with a classic Americana feel combined with a bold fresh twist. There is no specific callout to the product being a plant-based hot dog, reinforcing that the Oscar Mayer plant-based hot dog and an Oscar Mayer traditional meat hot dog are indistinguishable.

Who knows hot dogs better than a hot-dog eating contest contestant? That’s why Oscar Mayer is going to host their first plant-based hot dog eating contest. Content will be captured following the competition that has contestants explaining why they love Oscar Mayer hot dogs. The twist? Contestants won’t know they didn’t just eat regular hot dogs.

The captured testimonials will be highlighted in a social series to showcase that even the experts can’t tell the difference between meat and plant based hot dogs.

Activation: hot dog eating contest

Activation - Spot The Difference Contest

As part of the campaign announcement, Oscar Mayer is going to bring back a good old fashioned spot-the-difference contest for a chance to win an Oscar Mayer sponsored 4th of July party. The twist? The photos will be exactly the same except for one difference — one version of the photograph is taken with traditional meat based hot dogs and the other version is taken with plant-based hot dogs.

The public will be let in on the secret when the original OOH posters are replaced mid-campaign with an explanation of the stunt and true meaning behind the tag “tastes like freedom”.

Everyone will be let in on the secret that the “tastes like freedom” campaign is actually a callout to being free from meat. Updated OOH will launch with imagery of both the plant-based hot dog and traditional meat hot dog, reinforcing that the two are indistinguishable when it comes to look and taste.

REVEAL OOH

To further showcase that their meat and non-meat hot dogs are indistinguishable, Oscar Mayer will let consumers in on another secret. They have unknowingly been spotting and taking pictures with a new plant-based Wienermobile.

The new plant-based one looks just like the originals except it runs on plant-based fuel, tying back to the reduction in carbon footprint from plant-based meals. America’s beloved Wienermobile runs on plant-based fuel and America can now too.

ACTIVATION: PLANT-BASED WIENERMOBILE

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 (deadpan, subversive authority tone and delivery): Same sizzle. Same pop. Same snap. Same taste. We’re willing to bet you had no idea that was the sound of an Oscar Mayer plant-based NotHotDog. Throw one on the grill today to hear it for yourself. Mmmmmmmm Oscar Mayer NotHotDogs. Tastes like freedom.