In a bold marketing move, Kraft Heinz’s Oscar Mayer brand will stage the first-ever “Wienie 500” at the Indianapolis Motor Speedway on May 23, pitting all six of its iconic Wienermobiles against each other in a lighthearted race ahead of the Indianapolis 500. The event will be streamed live on the Fox Sports App and @IndyCarOnFox social channels, with DraftKings offering fans a chance to win $10,000 by predicting the outcome.
Campaign Launch:
The race marks the start of Oscar Mayer’s “Summer of Wieners” campaign, leveraging the cultural significance of the Indianapolis 500—where nearly 30,000 hot dogs are consumed—to position itself as a staple of summer festivities. “We’re bringing epic fun to the Speedway with delicious meats and friendly competition,” said Kelsey Rice, Oscar Mayer’s brand communications director.
Race Details:
For the first time in over a decade, all six Wienermobiles—each representing a U.S. region with themed liveries—will compete together. Drivers (“hotdoggers”) will wear custom racing suits, and the winner will receive a mustard-spray trophy ceremony in the “Wiener’s Circle.” The event is part of a broader partnership naming Oscar Mayer the official hot dog sponsor of the Speedway and Indy 500.
Marketing Strategy:
The stunt continues Oscar Mayer’s tradition of creative activations, from converting Wienermobiles into wedding chapels to promoting gender equality during the Oscars. Parent company Kraft Heinz reported a 10% gross profit increase for the brand in 2024, signaling strong performance under its balanced growth strategy.
Agencies Involved:
Johannes Leonardo leads the campaign, with support from The Kitchen (content), Carat (media), and Zeno (PR).
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