CLIENT
Maple Leaf Foods
Jeffrey Da Silva, Executive Creative Director
Matt Fraracci, Creative Director
J.J. Sullivan, Strategy Director
Mark Arvai, Senior Strategist
Zachary Radford, Copywriter
Tyler McKissick, Art Director
Lindsay Ditkofsky, Account Director
Jennifer Mete, Producer
D'Arcy Finley, VP Marketing
Monica Tam, Brand Manager, Martha Watson, Account Supervisor
Amelié Gundy, Group Account Director
Amanda Kohn, Account Director
Rebecca Yan, Account Supervisor
Sammy Lo, Art Director
Emma O'Neill, Motion Designer
Lenka McGregor, Director, Consumer Marketing
Eric Ramirez, Managing Partner
Alicia Liebregts, Managing Partner
Daniel Berkal, SVP Research & Innovation
AGENCY
Jeffrey Da Silva, Executive Creative Director
Matt Fraracci, Creative Director
J.J. Sullivan, Strategy Director
Mark Arvai, Senior Strategist
Zachary Radford, Copywriter
Tyler McKissick, Art Director
Lindsay Ditkofsky, Account Director
Jennifer Mete, Producer, Martha Watson, Account Supervisor
Amelié Gundy, Group Account Director
Amanda Kohn, Account Director
Rebecca Yan, Account Supervisor
Sammy Lo, Art Director
Emma O'Neill, Motion Designer
The Hatchery Marketing Group
Eric Ramirez, Managing Partner
Alicia Liebregts, Managing Partner
The Palmerston Group
Daniel Berkal, SVP Research & Innovation
SUMMARY
Fewer hot dogs for a higher price. That was the value equation we faced in a category notorious for undercutting and experiencing an 8-year decline.To get parents asking “how natural” instead of “how much”, we created a campaign that welcomed the wide array of opinions and misconceptions that Canadians had about hot dogs, then settled them once and for all in our favour.The campaign led to a 23% increase in sales, over 4X that of the category.
