Wienerschnitzel
A campaign to launch a new (chili-cheesy) product line
The Client
Wienerschnitzel
My Role
Creative Strategy Art Direction Campaign Direction
Project Team
Amanda McKinley Leah Hollar-Nesje Jon Gothold
About this project
The Goal
Refresh Wienerschnitzel's brand image through a new product launch to capture millennials
The world's largest hot dog chain had decades of loyalty from older customers but wasn't connecting with millennials and their $1.3 trillion in annual spending power. A new chili cheese product line became the opportunity to reimagine how the brand looked and felt.
The Problem
Millennials value authenticity and appetite appeal over nostalgia
Wienerschnitzel's visual identity lived in the past. Vintage cartoons, old west vignettes, and 1950s fast food aesthetics worked for their established audience but felt irrelevant to younger customers. Millennials want to see real food that looks incredible and understand how it fits into their actual lives.
The Solution
Showcase real food that looks real delicious
The brand's fun energy was worth keeping, but everything else needed to change. I moved them away from decades of illustrated nostalgia toward contemporary appetite appeal. Mouthwatering photography of melty cheese replaced the vintage cartoons. I drew inspiration from modern gastro-pubs, the typography in breweries, and the foodie scene millennials actually frequent.
The Impact
The campaign launched across 300+ locations as Wienerschnitzel's first expression of their new creative direction.
The visual language we established became the foundation the brand continues building on today.
1
photoshoot
300+
store locations
About this project
