Campaign created by the USF Spring 2019 ADV4800 class.

1. hotdogitarian.
adv 4800university of south florida

2. table of contents
executive summary page 2
research page 3 - 5
industry review page 6
product review page 6
competitive analysis page 7 - 8
swot analysis page 9
campaign goals page 9
campaign objectives page 10
target audience page 11 - 16
strategy statement page 17
media strategy page 18
creative brief page 19 - 28
manifesto page 29
creative executions page 30 - 46
campaign evaluation page 47
the team page 48 1

3. executive summary
The hot dog has been cast aside due to the beliefs about its worth as a contender against other
handheld foods. Hot dogs have also been substituted by other finger foods such as burgers, ta-
cos, gyros, and sandwiches. Research has shown that hot dogs are sold in a multitude of plac-
es and offered in a wide variety of options. According to the National Hot Dog and Sausage
Council, over seven billion hot dogs are consumed per year. Within the United States, Tampa is
considered the 10th largest city for overall hot dog consumption. Due to this, the focus of the
campaign will be to enhance the perception of hot dogs while delivering a cultural experience
as a method of creating a sense of community among the target audiences and to raise Tam-
pa from being the 10th top city for consumption to being the 7th after the execution of the cam-
paign. The target audience was concluded through the collection of primary, secondary, and
proprietary research. The primary audience for this campaign would comprise of millennials
and the secondary audience would be generation X. “Hotdogitarian” is a brand that was creat-
ed to establish an authority within the hot dog industry. Culture is a driving force for this cam-
paign because consumers are driven by ideals and they follow of established trends. With the
campaign objectives focused on awareness, acceptance, and action it is believed an ROI of $57
million for the campaign’s $25 million budget. The executions for the given budget will be based
on a pulsing method. The campaign will begin in May 2019 and have the first pulse beginning
that month up to August. Digital efforts will be ongoing continuously through the campaign
period. The second pulse will then begin again February through the end of the campaign. Exe-
cutions will consist of three events, two POP displays, three billboards, three murals, digital, and
radio. Hotdogitarian is proclaiming the American classic. The brand wants to create a move-
ment where consumers are proud to be known as hotdogitarian within the community culture.
2

4. research
After interviewing more than 90 hot dog lovers and surveying over 400 respondents,
insights on why people love hot dogs were uncovered. The respondents showed
trends on how people feel about hot dogs and interactions with the industry. The
phrases “grilling out,” “barbecue,” “summer time,” and “friends and family” were men-
tioned in almost every single interview. The convenience and the flavor of hot dogs
were also popular answers among interviewees. Based on survey insights, 54% of
people interviewed like hot dogs because they taste good and are quick/easy to
make. The question stood on knowing when and where people consumed hot dogs.
Most people answered that they eat hot dogs at home and buy packaged hot dogs
from grocery stores. 23% of the people interviewed purchase hot dogs once a month
from a grocery store, and 30% of the people interviewed purchase hot dogs once a
year from a grocery store. Additionally, our respondents showed habits that give into
food or snack cravings. Surveys insights showed that 74% of people interviewed or-
der food based off of cravings. However, not many purchase a prepared hot dogs
at restaurants or convenience stores. 33% of the people interviewed never purchase
prepared hot dogs, and 37% of the people interviewed purchase prepared hot dogs
a couple of times a year.
primary
3

5. Research also shows Tampa is a growing city. Many of its inhabitants enjoy the year
round weather. During winter months there are people called the “snow birds” which
tend to come from the northern cold area for an escape. Tampa’s culinary skills, in
a number of places, have started to gain national attention. These places include
Bern’s with the world’s largest wine cellar, The Refinery with a James Beard nomina-
tion, and the world’s largest food truck rally.
Furthermore, Tampa is home to the best new craft breweries with Cigar City Brewing
leading the rest of the pack. Diversity is one of the top reasons Tampa is rising. Tam-
pa Bay area provides a variety of interests, opinions, beliefs, and culture. Florida is
well known for its recreational opportunities and sports teams and Tampa provides
many. For example, Busch Gardens, Hyde Park Village, Sparkman Wharf, Arma-
ture Works, Riverwalk, Curtis Hixon Park, Adventure Island, and many more. Art and
culture is vividly expressed through murals around town. Also, festivals and events
that show how unified Tampa is as a community. There are sports teams such as
the Tampa Bay Lightning and the Buccaneers and events such as Gasparilla and
Ecofest, to mention a few, that create a community with similar interests and one
common goal.2.
An interviewee said, “ I moved here by myself when I was 17/18 so I really grew and
matured here as well as being an alumni from USF so I’ll always have ties to Tampa...
Tampa is a growing city (but not overpopulated) and I really like the direction it’s go-
ing and a lot of opportunities that can come from it. As well as there’s always some-
thing going on to get involved in...Tampa has a diverse culture for different lifestyles.
I mean that in the sense in the future I could raise a family in the suburbs or metro
and still have the city feel and the night scene.”
research
secondary
1. https://www.hot-dog.org/culture/hot-dog-fast-facts
2. https://www.advantage-properties.com/reasons-to-live-in-tampa/
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6. research
Tampa is the 11th DMA in the United States. Currently, Tampa stands at the 10th
top consumption city in the US for hot dogs while being eighth on revenue sales.
proprietary
5

7. industry review
With purchasing places such as grocery stores, restaurants, gas stations, and
sporting events the number of hot dogs sold per year is in constant increase.
Based on research, the amount of hot dogs sold in the US per year is expected
to reach 13.2 billion pounds. Although hot dogs were not made in the US, for de-
cades it has been considered one of the few “American” foods, a staple.
Per this campaign, Tampa is one of the largest DMA’s within the US. It is ranked
number 11 for advertising while being the 10th largest consumption city for hot
dogs. Tampa has 13 restaurants known for selling hot dogs.
product review
Hot dogs have been considered a snack because people do not find them to
be filling. Yet, hot dogs are a innately customizable meal. There are many ways
to cook hot dogs and those include but are not limited to boiled, grilled, micro-
waved, rolled, steamed, pan-fried, griddled, or oven-roasted. As for toppings, the
most popular condiment in mustard while ketchup on hot dogs is consistently up
for debate. While many believe the hot dog meats contain mysterious and undis-
closed ingredients but the USDA only approves service of meat if it is 100% based
from the original meat source. Most hot dogs are made of beef, pork, beef and
pork mixture, chicken, turkey, or veggie.
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8. competitive analysis
in research
When it comes to who hot dogs are up against, hamburgers are always the first
choice. Most handheld food items are just as popular as hot dogs, but the rea-
son it surpass them in ratings is because of the culture behind them. Tacos have
a rich Latin history, however, the ethnic flavor is not limited to just Latin consump-
tion. The enticing spices and customization make tacos a top choice for many
who are leading fast-paced lifestyles. Gyros are another Tampa favorite that are
accompanied by a deep-set combination of herbs that are native to the middle
east. Sandwiches are a staple for bringing together solo items and allowing them
to nestle together between sliced bread. So, while hot dogs are associated with
sports culture, to climb its way back into the competition, hot dogs have to leave
a lasting impression that makes consumers crave them.
1.
2.
1. https://www.ars.usda.gov/ARSUserFiles/80400530/pdf/DBrief/14_sandwich_consumption_0912.pdf?fbclid=IwAR3QWNmN11UNO65RU9A0hBAYxnleiDS4eBAcPWZtcgs22kTw30Nwn0raBV0
2. https://www.ars.usda.gov/ARSUserFiles/80400530/pdf/DBrief/14_sandwich_consumption_0912.pdf?fbclid=IwAR3QWNmN11UNO65RU9A0hBAYxnleiDS4eBAcPWZtcgs22kTw30Nwn0raBV0
7

9. competitive analysis
3. https://delishably.com/meat-dishes/The-Hot-Dog-Versus-The-Hamburge Which-Food-is-Americas-Food
3.
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10. swot
campaign goals
To enhance the perception of hot dogs while delivering a cultural experience as a
method of creating a sense of community among other target audiences.
To raise Tampa from being the 10th top city for consumption to being the 7th after
the execution of the campaign.
strengths weaknesses
opportunities threats
Tampa is one of the top ten highest hot
dog consuming cities
Hot dogs have no consumption age limit
Easy and customizable dish
More snack like qualities than a meal
Negative health perception
Little to no perceived sophistication
People believe that hot dog availability is
limited to grocery stores/ sporting events
Broadcast tampa as a prominent
hot dog city
Demonstrate that hot dogs can be as
sophisticated/casual as you make them
Remind people that they love the taste
People almost always chose a hamburger
over a hot dog
Most demographics are becoming more
health-conscious
Hot dogs are not available at all eating
establishments
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11. campaign objectives
To have an effect on the awareness of millennials and Gen X audiences specifi-
cally to increase their understanding of the variety of hot dog offerings and loca-
tions in Tampa by 80% within a year
awareness
acceptance
action
To have an effect on the acceptance of millennials and Gen X audiences spe-
cifically to increase their positive attitudes regarding hot dogs in Tampa by 45%
within a year.
To have an effect on the action of millennials and Gen X audiences specifically
to obtain an increase on the overall consumption of hot dogs in Tampa by 30%
within a year.
10

12. target audience
primary
Demographics: Male and female ages 18-34.
Geographic: Located within Tampa.
Psychographic behaviors:
• 60% of millennials prefer to purchase generic brands over name brands. Many
trust peer reviews.1.
• 82% say word-of-mouth is a key influence in their purchase decisions.2. Millen-
nials prefer brands who offer a unique experience, value for their money and
great customer service.
• About 50% will spend money on experiences over material things.3.
• ¾ millennials prefer to buy experience over something desirable.4.
Millennials are trendsetters. They often choose to visit trendy and new restaurants
over the established ones because it is considered a social gathering place. For
them, food is an experience which would include the need for menu variety and
the use of local ingredients. 75% of Millennials believe attending an event in per-
son has more impact than taking action online. This target audience is receptive
to online advertising that is restrained, targeted and relevant. They’re 13% more
likely than Gen Xers to share purchases on social media.5. When asked about the
things that influence their purchase decisions, millennials over-indexed for 12
different factors including friends and family recommendations, in-store experi-
ence, and even their moods. Millennials want to feel emotionally connected to the
purchase experience and, often, the brand itself. This means that your business
needs to relate with them on a personal level.6.
1. https://www.lexingtonlaw.com/blog/credit-cards/millennial-spending-habits.html
2. https://salesfloor.net/2017/08/generations-shopping-habits/
3. https://www.lexingtonlaw.com/blog/credit-cards/millennial-spending-habits.html
4. https://www.lexingtonlaw.com/blog/credit-cards/millennial-spending-habits.html
5. https://www.forbes.com/sites/forbesagencycouncil/2018/06/04/understanding-the-research-on-millennial-shopping-behaviors/#73fcef925f7a
6. https://www.lexingtonlaw.com/blog/credit-cards/millennial-spending-habits.html
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13. target audience
primary
24 year old female named Ariana.
Boyfriend of 3 years and they love to
go to food festivals.
Follows @thisbabeeats on Instagram.
She’s always down for a quick bite.
Loves going out with her girlfirends on
the weekends.
Works a 9-5 job, she’s a busy girl.
Loves Target Pick-up.
12

14. target audience
primary
28 year old named Toby
Single and ready to mingle, especially
on the weekends
Active on Facebook and Instagram.
His favorite accoutn is @barstool.
Major foodie.
Loves craft beers and local distilleries.
Active bar hopper.
Works for the local NFL team.
Loves ubereats and postmates.
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15. target audience
secondary
Demographics: Male and female ages 35-54.
Geographic: Located within Tampa.
Psychographic behaviors:
• Seeks high-quality products at the best value. They are willing to spend money
if it’s worth their investment.7.
• Rely on quality customer service for brand loyalty.8. agree that once they find a
brand they like, they’ll stick with it.9.
• Want companies to deliver straightforward messaging about why they need to
buy what’s being sold.10.
Gen X will research a brand/ product before consuming. Seeing the practically of
the product will increase the likelihood of engagement with the brand. They won’t
be won with flashy advertising but with practicality and proof of performance.
This audience tends to shop more conservatively than other generations. Only
over-indexed for four factors: review, atmosphere, tech, and speed. They rely on
quality customer service and low prices for brand loyalty.11.
7. https://salesfloor.net/2017/08/generations-shopping-habits/
8. https://salesfloor.net/2017/08/generations-shopping-habits/
9. https://salesfloor.net/2017/08/generations-shopping-habits/
10. https://squareup.com/townsquare/generational-influences-in-buying
11. https://salesfloor.net/2017/08/generations-shopping-habits/
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16. target audience
secondary
A 39 year male named Jeremiah.
Has two kids.
Coaches his kids’ baseball team on the
side.
Loves to host team get togetheres at
his home.
Stay at home dad.
Loves spending time with his family
and playing with crafts.
Member at Costco.
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17. target audience
secondary
A 50 year old lady named Janet.
Has four kids.
Married to her husband of 25 years.
She and her husband own a local res-
turant in town.
They spend a lot of time traveling on
the weekends now that their kids are
out of the house.
Loves finding new apps she can
download on her phone.
Sells Younique on Facebook.
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18. strategy statement
We are reclaiming an American classic. We are kickstarting the hot dog move-
ment. We are creating a world where you can be “Proud to be a hotdogitarian.”
Our advertising objectives can hit the 3 A’s.
awareness
acceptance
Towards hot dog locations, Tampa dog, all hot dog offerings.
action
That hot dogs are a good food option. A positive position in the consumer’s mind.
To increase the number of people purchasing, sales, word of mouth which would
lead to an increase in overall consumption.
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19. media strategy
The 25 million dollar budget will be allocated in percentages. Five percent will
be used towards sponsorships for events or businesses in Tampa. A series of two
pulse periods will have 30% each. The remaining 35% is completely digital and
continuous during the campaign period.
continuity plan
budget allocation
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20. creative brief
March Madness - Most Outrageous Hot Dogs in Tampa Bay
Have local restaurants enter the “most outrageous” take on hot dogs, whether
it be stuffed with mac and cheese and deep-fried to smothered in bacon and
covered in nacho cheese sauce. An executive panel chooses the top 16 and from
there, Tampa Bay residents vote in a March Madness-style bracket to see who
has the most outrageous hot dog in Tampa Bay. The winner receives a cash prize,
bragging rights and a foodie spotlight in local Tampa Bay magazines. Winning
restaurant will feature the winning dog for fans to consume.
• Executions:
Social media
Print ad
August & May - Grill & Chill at Curtis Hixon Waterfront Park
Live local bands, cheap admission, and local hot dog vendors (the focus will be
on smaller hot dog cart vendors and mom and pop shops as opposed to larger
restaurants like Datz) to close out the summer at Curtis Hixon Park. This all-day
event brings people to Downtown Tampa for food, fun, games and music. Hot-
dogitarian will partner with a local nonprofit to generate higher attendance rates
through cause related marketing.
events
19

21. creative brief
• Executions:
Posters
Banners
2 social posts
One being a simple adaptation of existing posters Instagram GIF
Food Truck Rally
Bringing food trucks together to provide a bite to eat for the bar-goers and hap-
py hour attendees on occasional weekend nights in Soho. The trucks would be
set up next to each other outside the popular local bars. This event would start at
10pm and end around 3am.
• Executions:
Posters
Food truck Mockups
Billboard
events
20

22. creative brief
point-of-purchase
1. City-specific cold case displays featuring their iconic hot dog.
• Tampa dog, Chicago dog, etc.
• Also, potential interactive element inviting people to explore the other cities
and get digital recipe cards sent to their mobile phones.
2. Publix “Aprons” kiosk to showcase a hotdogitarian recipe and taste test. Publix
is the most popular grocery store in Florida with 768 locations.
• The employee managing the kiosk will show customers how to cook the recipe
and hand out printed versions of our recipe cards.
• Aprons display will be wrapped with loud/attention-grabbing hotdogitarian
branding.
• This display will also be utilized in Walmart and Target to reach both of our tar-
get audiences.
21

23. creative brief
billboards
1. Bite Me Billboard: Created to be an intriguing and playful billboard for hot dogs
with a fairly simple design and bold palette colors. The billboard is intended to
increase the likelihood that hot dogs will be top of mind for the viewers.
2. Succession Billboard: This concept consists of three billboard that will occur over
a progression of three weeks. The overall design is meant to be a teaser ad for
the Food Truck Rally event. The first iteration is a billboard with a hotdog simply
saying “get fired up”. The second is the hot dog with a bite taken out and with-
in the space is the revealed date, time and place of the event. In place of the
previous message, the new message reads “Mark your calendars. The third and
final billboard is the hot dog, with another large bite taken out and the full in-
formation of the event showing.
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24. 1. One is designed to be open-ended, with a simple design that states, “proud.”
Anyone can take a photo against the wall, subtly branded with the hotdogitari-
an logo and ketchup and mustard squiggle brand elements. It is a form of in-
terpreting the person’s own individual meaning of “proud.” This mural is generic
for the purpose of being able to execute it throughout the country once the
brand expands nationally.
2. There are two versions of the second mural, showcasing how hotdogitarian
can brand for individual cities. One depicts the classic Tampa Theater sign and
the other shows the University of Tampa’s landmark minarets. The murals are
branded with the location-specific “hotdogitarian x tampa bay” logo. This idea
could be executed nationally simply by using notable landmarks of whichever
creative brief
murals
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25. creative brief
social media
Instagram
content schedule
24

26. creative brief
social media
facebook
content schedule
25

27. creative brief
youtube pre-roll ads
1. Video of millennial-aged people at a market event (a food truck rally/armature
works/sparkman) each shot is a person being proud to be something, a millen-
nial, a “tampanian”, a foodie, a hotdogitarian. A feel-good commercial with no
dialogue, only on-screen text (Proud to be a…) and upbeat music in the back-
ground.
2. Start out with a google maps-looking graphic, pins drop on all the spots in
tampa offering hotdogs, then video zooms in to a pinned location and shows
a clip of them cooking/serving/eating a hotdog, video zooms out back to the
graphic, and then zooms in on another pinned location. city the mural will exist
in.
podcast
• Weird news or stories related to hotdogs (true crime)
• Facts and science
• History
• Hot dog Debates
• Guest appearances from local chefs, hot dog enthusiasts and hot dog vendors.
26

28. creative brief
audio ads
Streaming services (Spotify and Pandora) and analog radio stations.
27

29. creative brief
website
www.hotdogitarian.info
tampa dog
In order for Tampa Bay to be proud to eat hot dogs, the people need something
to be proud of! Inspired by the history and culture of the city, hotdogitarian has
created the Tampa Dog, a signature creation unique to Tampa Bay.
Recipe:
Toasted Cuban Bread Bun - representative of Tampa’s rich Cuban culture.
Smoked Beef Hot Dog - pays homage to the cigar culture of Ybor.
Blue Lightning Slaw - Tampa Bay is the lightning capital of the world after all.
Citrus Mustard - incorporating the official state fruit for Florida.
Key Consumer Benefit
An affordable meal that can be personalized to match the consumers’ prefer-
ence and identity.
Advertising Tone
Fun, playful, youthful and inviting.
Mandatory Elements
Hotdogitarian logo/logo variations and tagline on all promotional items, hotdog-
itarian color palette on all platforms.
Template for brand collaborations: Proud to be a hotdogitarian
hotdogitarian x Tampa Bay
hotdogitarian x Hello Fresh
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30. manifesto
It’s the camaraderie of cheering for your favorite team and chowing down at the
ballpark. It’s the memories made around the grill at the family barbecue. It’s the
satisfaction of a quick bite on a road trip pit stop.
Hot dogs are an American classic, they are ingrained into the very fabric of our
society.
Whether they’re steamed, smoked, or sizzled, everyone has their favorite dog. The
chili dog, the Chicago dog, the Nathan’s original, the pig in a blanket; a hot dog is
what you make it.
Why don’t we celebrate that?
It’s time to be frank, whether you’re a Plain Jane or more of a “give me everything
you’ve got.”
It’s time to own it.
It’s time to be
Proud to be a hotdogitarian.
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31. creative executions
events
grill and chill
30

32. creative executions
events
grill and chill
31

33. creative executions
food truck rally
32

34. creative executions
point-of-purchase
33

35. creative executions
point-of-purchase
34

36. creative executions
billboards
35

37. creative executions
billboards
36

38. creative executions
Murals
37

39. creative executions
youtube pre-roll ads
38

40. creative executions
podcast
39

41. creative executions
Audio Ads
40

42. creative executions
audio ads
41

43. creative executions
tampa dog
42

44. creative executions
instagram
43

45. creative executions
facebook
44

46. creative executions
tampa dog
45

47. creative executions
hello fresh
46

48. campaign evaluation
Social engagement via impressions, content produced, and shares by consumers will be close-
ly monitored as a way of tracking results for this campaign. All print and OOH advertising will
have a call to action in hopes to create a lead to the website. The analytics from the hotdog-
itarian website will denote the aggregate success of the flyers, banners, billboards and mu-
rals. Additionally, we anticipate that the use of these media will increase hotdogitarian’s brand
awareness by always leading the consumer to our content. The impressions, leads, and conver-
sions of the composite data will portray the profitability of all of the outdoor marketing created
during this campaign.
The data collected from our audio advertising will be tracked by monitoring the engagement
that these ads will generate through each individual vehicle. Ads will be aired through radio
stations and streaming services providing analytical data directly to the hotdogitarian account.
An account will be created specifically to share audio ads and stream the “Dialogue of the Dog”
podcast. The video pre-roll ads through YouTube will be monitored via clicks and interactions
which will have a call to action leading to the website.
The growth in impressions from auditory advertising, Instagram, and Facebook will also in-
crease social engagement as a result of the scheduled events. It is predicted that this cam-
paign will generate a $57 million ROI. Along with the investment of the initial $25 million, it will
create a 228% return that will ultimately elevate the perception of hot dogs within the Tampa
market.
47

49. the team
thank you!
48