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2020 One Show - Social Media

Ice Dog Sandwich

Agency mcgarrybowen / Chicago

Client Oscar Mayer
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Annual ID

OS_SM20_056M

About the Work

Oscar Mayer loves hot dogs so much that we eat, sleep and even drive hot dogs, so when French’s released mustard ice cream we just saw it as a job half done – and we noticed consumers online felt the same way. We wanted to satisfy this unmet need, so we quickly created the Ice Dog Sandwich (complete with hot dog and mustard ice cream) to shift the spotlight off of French’s and create talk value for Oscar Mayer. Within 24 hours we had: taken a red-eye flight from Chicago to New York, produced a batch of hot dog ice cream, introduced the Ice Dog Sandwich by responding to French’s, and delivered Ice Dog Sandwiches to the press so they could taste for themselves. The story exploded and many people raised their hand to try it, so two weeks later we launched a nationwide sweepstakes and held an ice cream social in NYC so everyone could experience the Ice Dog Sandwich. In the end we stole the spotlight by appearing in French’s headlines and searches, earned mass talk value in the press and delivered sandwiches to the hands of people in NYC.