Transforming the world's largest hot dog chain for a new generation
Client
Wienerschnitzel
My Role
Creative Strategy Art Direction Photo Art Direction Campaign Direction
My Deliverables
Print & Digital Advertising Window Clings
Challenge
Wienerschnitzel's had a loyal boomer following but wasn't connecting with millennials, a generation representing $1.3 trillion in annual spending power. A new product line with Frank's RedHot became the launchpad for reimagining the brand's look and feel. The goal of this campaign was to redefine Wienerschnitzel's brand image through this product launch.
Approach
We moved away from decades of vintage aesthetics toward something contemporary and appetite-driven, while keeping the brand's fun energy intact. Mouthwatering photography replaced illustrations and cartoons. Typography was inspired by modern gastro-pubs and the foodie scene. Overall, we shifted everything to feel real, authentic, and delicious.
Impact
The campaign rolled out to all locations as the first expression of Wienerschnitzel's new creative direction, establishing a visual language the brand has continued to build on.
1
photoshoot
300+
store locations
The Team
I worked closely with copywriter Leah Hollar-Nesje and Executive Creative Director Jon Gothold.
