CHICAGO DOG SAUCE

KRAFT HEINZ / SOCIAL MEDIA ENGAGEMENT CAMPAIGN

SUMMARY

In Chicago, it’s considered a cardinal sin to put ketchup on your hot dog. You just don’t do it. Plain and simple.

 

But Kraft Heinz saw this aversion to one of America’s most popular condiments in another light: That’s over 2.5 million customers the company was missing out on (at least when it comes to hot dogs). 

 

So for National Hot Dog Day, Kraft Heinz released a new “Chicago Dog Sauce” made specially for Chicagoans. The sauce - which Heinz said was “made with delicious red ripe tomatoes and a special blend of spices and flavorings” - was served at hot dog stands throughout the city in custom branded packaging and displays.

 

Little did most realize that they were topping their coveted Chicago Dogs with delicious Heinz Ketchup ... and actually loving it. Naturally, this resulted in a playful public debate over whether or not ketchup should ever go on a true Chicago Dog, which took place across social media and traditional media outlets. 

 

The campaign featured a full-scale social media content and engagement strategy, on-site activations, local influencer partnerships and media outreach. 

A custom-branded microsite was also built where consumers could purchase their own limited-edition bottles of "Chicago Dog Sauce," which sold out instantly. 

MY ROLE

  • Executed social listening, monitoring and engagement tactics for campaign

  • Actively engaged with consumers in real-time tweeting about the campaign

  • Oversaw "Looking Glass" suite, an advanced internal program for monitoring campaigns 

  • Generated reports on activity level, engagements, sentiment and reach; utilized findings to guide campaign tactics

  • Worked closely with agency partners to ensure seamless messaging and operational alignment

  • Served as internal social media advisor to the brand

CAMPAIGN ELEMENTS