Launch Campaign

Known as “The World’s Largest Hot Dog Chain,” Wienerschnitzel was founded in 1961 and specializes in ridiculously delicious hot dogs, as well as burgers, fries and frozen treats. While it has 358 locations across the country, in the fast food biz it’s a smaller regional player trying to compete with the McDonalds, Burger Kings and Taco Bells of the world.

They wanted a complete branding overhaul that would grab market share from the big boys on a budget that was a fraction of what they were spending.

 What we came up with is a daily glimpse inside a Wienerschnitzel restaurant somewhere out there. We created two loveably goofy employee characters that people could come to know and love to tell our stories and feature promotions in memorable and humorous ways. Every spot was a chance to see what new craziness our characters were up to, and above all, embody the fun that’s inherent in the personality of the restaurant. Director: Dave Laden.

Results: Following the initial launch of the campaign, the company experienced 16 consecutive weeks of double digit sales growth. In week 13 they recorded the highest sales numbers of any week in their 60 year history, but it was a short lived record as those sales numbers were eclipsed the very next week. In total, Wienerschnitzel experienced 86 consecutive weeks of same store sales increases vs. the previous year.