Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Hot dog! Consumer confidence swells with Oscar Mayer redesign

Reaching back to Oscar Mayer’s beginnings, design firm brings back the image of the yellow paper band originally used to wrap the brand’s hot dogs to reaffirm the products’ quality.

Oscar Mayer’s history delivered up the ideal asset to convey the hot dog company’s category leadership: a yellow paper band.
Oscar Mayer’s history delivered up the ideal asset to convey the hot dog company’s category leadership: a yellow paper band.

At a time when consumers are more closely questioning product ingredients, the added nitrates, nitrites, artificial preservatives, and byproducts notoriously found in packaged meat products have caused a slump in sales for the category. Addressing consumer concerns, The Kraft Heinz Company has revamped the recipes for its entire line of Oscar Mayer Hot Dogs to include clean, quality ingredients. To coincide with the launch of the new recipes in May 2017, the company enlisted design agency Bulletproof to overhaul its package graphics.

In developing the design platform, Bulletproof did a deep dive into the world of packaged meats as well as mined Oscar Mayer’s 125-year history, gathering valuable insights in the process. “By analyzing key hot dog competitors as well as reviewing the category as a whole, we uncovered codes and conventions to help us figure out where Oscar Mayer needed to play within this,” says Bulletproof. “The hot dog category visual vernacular is stuck in another era. Overly commercial graphics and overly staged photography present an 80’s take on food. We realized we needed to capture the perfect balance of Oscar Mayer authority and modern taste appeal.”

Pharmaceutical Innovations Report
Discover the latest breakthrough packaging technologies shaping the pharmaceutical sector. This report dives into cutting-edge innovations, from smart containers that enhance patient safety to eco-friendly materials poised to transform the industry’s sustainability practices. All from PACK EXPO. Learn how forward-thinking strategies are driving efficiency and redefining what’s possible in pharma packaging.
Learn More
Pharmaceutical Innovations Report
Researched List: Engineering Services Firms
Looking for engineering services? Our curated list features 100+ companies specializing in civil, process, structural, and electrical engineering. Many also offer construction, design, and architecture services. Download to access company names, markets served, key services, contact information, and more!
Download Now
Researched List: Engineering Services Firms