Oscar Mayer plant-based hot dogs
tastes like freedom…from meat
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.
This grilling season, Oscar Mayer is debuting a surprising reveal to showcase there’s no difference in the dog.
copywriter: me | art director: Abby Pallant
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 hotdog lovers the chance to win an Oscar Mayer sponsored 4th of July party through a “Spot the Difference” OOH contest. The gag? One version showcases traditional-meat dogs and the other showcases plant-based dogs.
Finally, by placing our “from meat” sticker across the tagline on our billboards, we’ll let America in on our secret. There never was a noticeable difference between a traditional-meat hot dog and a plant-based nothotdog.
We’ll bring it home by returning to Wrigley Field, letting fans know they were duped all along.
On social, we’ll reveal that even the pros can’t tell the difference between a real hotdog and an Oscar Mayer nothotdog.
And for the beloved Wienermobile? Yeah, it went plant-based without anyone noticing, too.
Our radio spots will reveal there’s no difference in sound between traditional-meat hot dogs and plant-based hotdogs. In fact, nobody noticed the ads they’ve been hearing all summer have been plant-based nothotdogs.
We’ll apologize for our trickery via a full-page ad in The New York Times, offering America a free pack of Oscar Mayer nothotdogs so they can taste and see for themselves just how indistinguishable they are from their meat-based brethren.
