My role As a strategist on Our team was to distill fast food market research, analyze audience food trends and eating habits, simplify data on hot dog consumption, gather survey results, Observe focus groups, generate insights and develop briefs for creatives (lots of them).
the ask: change the perception of the hot dog.
the goal: elevate the perception of the hot dog and, as a result, increase primary demand.
the strategy: hot dogs celebrate any moment.
the big idea: Go Beyond. Go Schnitz.
This campaign won first place at the 2019 District XI National Student Advertising Competition and placed in the semi-finals out of almost 200 teams.