Creative Agency: Bulletproof
Project Type: Produced, Commercial Work
Client: The Kraft Heinz Company
Location: New York, USA
Packaging Contents: Hot Dogs
The Kraft Heinz Company has partnered with the New York office of strategic brand and packaging design agency Bulletproof to refresh the packaging design for Oscar Mayer Hot Dogs to coincide with the exciting recipe changes to its entire line of products. The agency was appointed to the project in August 2016.
With growing consumer scepticism about artificial preservatives, added nitrates and nitrites and by-products, sales of hot dogs have been in decline with consumers purchasing less frequently or leaving the category altogether. Kraft Heinz briefed Bulletproof to create a new pack design for Oscar Mayer Hot Dogs, which clearly communicated the delicious taste of their ‘dogs’ while reassuring consumers that only quality ingredients are used in the product range.
Bulletproof comments: “With over 125 years of heritage, we understood the need for an iconic and confident design that would reflect the brand’s authority and leadership within the category. To reinvigorate Oscar Mayer Hot Dogs for future generations, we looked to the brand’s rich past and discovered a distinct asset, which held tremendous relevance in this age of cleaner ingredient lines.
“Going all the way back to the man himself, we found that Oscar Mayer Hot Dogs were originally wrapped in a simple yellow paper band, which soon became a beacon of quality and consistency at a time when the meat industry was untrusted.
“Our “Iconically Oscar” design platform pairs a modernised version of the yellow band with deliciously simple and mouth-watering food photography. The band gracefully enrobes the irresistible hot dog to form our one-of-a-kind design architecture.”
Christian Badger, Brand Manager at Kraft Heinz said: “Oscar Mayer is the first national brand to renovate its entire line of hot dogs to have no artificial preservatives in its meat, no added nitrates or nitrites, and no by-products – it’s 100% of the great taste you love in a hot dog with 0% of the mystery. Bulletproof’s iconic design solution perfectly encapsulates this, reaffirming the brand’s position as market leader while ensuring Oscar Mayer Hot Dogs are the clear choice for many years to come.”