KEY INSIGHT Dogs look like their owners

CAMPAIGN IDEA

• Indiv idual i ty . In a brand new arena : hot dogs

• Take a l i t t le b i t o f yourse l f , and push i t on to whatever i t i s that you‖re des igning .

• Portray how Weenies hot dogs wi l l take on the character i s t ics of the ir ―owners ‖

We express our individuality through the music we listen to, but what about by the hot dogs we eat? With six types of dogs and more than 40 fresh toppings to choose from, the hot dog just got exciting again.

www.myweenies.com 614-754-1427

DOGS DO LOOK LIKE THEIR OWNERS

We express our individuality at the 40 yard line, but what about with the hot dogs we eat? With 6 types of dogs and more than 40 fresh toppings to chose from, the hot dog

just got exciting again.

DOGS DO LOOK LIKE THEIR OWNERS

VIRAL SPOTV I D E O : p a n n i n g i n o n

i n d i v i d u a l s w a l k i n g t h e i r r e a l d o g s t h a t l o o k i n s a n e l y s i m i l a r t o t h e m .

V I D E O : p a n i n o n a h o t d o g t h a t l o o k s l i k e t h e p e r s o n e a t i n g i t .

B a n n e r : W E E N I E S . T A S T E M A T T E R S L o g o

V O : i n a s t u d y i n w h i c h 7 0 s u b j e c t s w e r e a s k e d t o m a t c h p i c t u r e s o f 4 1 d o g o w n e r s t o o n e o f s e v e r a l b r e e d s , t h e y w e r e s u c c e s s f u l m o r e t h a n h a l f t h e t i m e , f a r b e t t e r t h a n c h a n c e

V O : n o s t u d i e s c o m p a r i n g p e o p l e t o t h e i r h o t d o g s h a v e b e e n c o n d u c t e d b u t w i t h 6 t y p e s o f h o t d o g s a n d m o r e t h a n 4 0 f r e s h t o p p i n g s , d o g s l o o k i n g l i k e t h e i r o w n e r s j u s t b e c a m e m o r e c o m m o n

VIRAL SPOT 2V I D E O : V e r y f a s t

c l i p s o f h e a d s h o t s o f d i f f e r e n t p e o p l e f r o m d i f f e r e n t r a c e s , b a c k g r o u n d , s t y l e s a n d h o b b i e s

V I D E O : v e r y f a s t c l i p s o f t o n s o f v e r y u p c l o s e v i e w o f d i f f e r e n t h o t d o g s w i t h t o n s o f d i f f e r e n t t y p e o f t o p p i n g s

B a n n e r : W e e n i e s . T a s t e M a t t e r s l o g o

V O : w i t h 6 t y p e s o f h o t d o g s a n d m o r e t h a n 4 0 f r e s h t o p p i n g s t o c h o s e f r o m , d o g s l o o k i n g l i k e t h e i r o w n e r s j u s t b e c a m e m o r e c o m m o n .

F u n , f a s t m u s i c p l a y i n g o v e r c l i p s

SOCIAL MEDIA

M y W e e n i e s@ m y w e e n i e s – I ‖ m a c l a s s i c g i r l w i t h s p i c y t o p p i n g s … t w i t p i c / s j a l k d# w e e n i e s c o n t e s t

APP

W

Weenies App

WDogs do look like their owners

M y W e e n i e s

My WeeniesC l a s s i c

H o t t i e

V e g g i e

B i g W e e n i e

B r a t

I f e e l l i k e t h e . .

IN-STORE IDEA

IN-STORE IDEA

IN-STORE IDEA

Straw wrappers and hot dog boats

LOYALTY CARD

D o g O w n e r C a r dB u y 5 C o m b o M e a l s , c u s t o m i z e d y o u r

w a y a n d g e t y o u r 6 t h d o g F R E E !

COLUMBUS, OH--- Dogs do look like their owners. Hot dogs that is. Weenies, a new quick-service restaurant opening on High St. later this month, is taking food customization to a whole new arena—hot dogs.

Weenies will offer its customers six types of dogs and more than 40 fresh toppings to individualize each dog making it truly their own creation. Starting with their dog of choice, customers then pick a white or wheat steamed bun and then personalize it by dragging it through the garden. The finished product will be more than just a hot dog, it’ll be an extension of you.

At Weenies, taste matters so using quality meat from Cleveland, Ohio and fresh ingredients, is important for owners Dan and Elizabeth, but what makes Weenies really different is their desire to make the hot dog exciting again.

The garden toppings range from no additional charge like the jalapeno mustard, a spicy spin on a traditional topping to 75c extra for additions like tangy pineapple salsa or fresh coleslaw.

Also offering sandwiches like the grilled cheese made from your choice of cheese and decadent desserts like fudge made from scratch daily, Weenies was the brainchild of Dan and Elizabeth

Located on the corner of Chittenden and High St. on Ohio State University’s campus, Weenies will be open for lunch, dinner and late-night. Catering for all occasions and delivery will also be available.

Check out Weenies website for a full menu list and Weenies wearables at www. myweenies.com

PRESS RELEASE

WHY THIS IS A GOOD IDEA

• Indiv idual i ty• l ight and interes t ing• Customizing anything means you‖re

tak ing a l i t t le b i t o f yourse l f , and pushing i t on to whatever i t i s that you‖re des igning—even a hot dog .

• People l ike to express themselves in more ways than one , and being able to wi th a hot dog i s new and exci t ing – something they wouldn‖ t th ink to do on their own.