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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.”

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INTRODUCING! The Latest Trends for All Industries at PACK EXPO Southeast