Still Running: DGWB Introduces New Wienerschnitzel Ad Campaign, “World’s Most Wanted Wiener” Targeting Wider, Hungrier Demographic

Orange County, CA, June 20, 2008 --(PR.com)-- After a five-year hiatus, “The Delicious One” (TDO), Wienerschnitzel’s infamous hot dog on the run is back as “World’s Most Wanted Wiener;” the brainchild of DGWB Advertising & Communications, the largest independent Orange County ad agency. As in past years, Wienerschnitzel called upon DGWB, along with first-time animation partner Duck Studios, for the conception and development of the new campaign. Marrying mature humor with animation, the campaign carries an edgier subtext to act as a more relatable advertising tool to hungry, unconventional fast food-seeking 20-somethings that crave more bulk for the buck.

DGWB’s creative, strategic planning and account management teams worked diligently to produce four :30 second television spots that would promote the chain, boost sales, and along the way, garner a chuckle or two at the irony of a hot dog in normal settings.

“We felt that Wienerschnitzel just hasn’t been getting their fair share of young males who make up the majority of the fast food audience” said Jon Gothold, executive creative director and partner of DGWB. ”These spots were designed specifically to be something that this customer would relate to, and so far, it feels like we have really connected with them.”

Since the first spot broke regionally in February 2008, Wienerschnitzel has received a considerable spike in recognition. Some attribute this rise to the “Gotcha” spot in particular, which aroused much attention on YouTube. After less than a month of being featured, “Gotcha” was viewed over 50,000 times.

Prior to launching the campaign, proposed television concepts were shown to focus groups of young males to gauge their impact and see which spots were the most entertaining to them. It was imperative to DGWB that they continued to increase Weinerschnitzel’s audience without sacrificing the “against the grain” persona that loyalists of the 45 year-old franchise have always been drawn to.

“The idea of including millennials in our decision making was a good one. They really helped us to determine the tone of our new creative,” said Tom Amberger, vp marketing. “The results have been incredible. Millennials are sharing our new TV spots all over the internet.”

“To Catch a Hot Dog Lover,” the last of the four spots is now airing.

Campaign Credits
Creative –
Executive Creative Director: Jon Gothold
ACD Writer: Steve Harbour
ACD Art Director: Joe Cladis
Producer: Scott Seltzer
Production Company: Duck Studios
Director: The Doctor Twins
Editor: Aron Orton

Strategic Planning –
Director of Strategic Planning: Mark Wienfeld

Account Management –
Group Account Director: Doug Koegeboehn

About DGWB Advertising & Communications
DGWB is the largest privately owned full-service advertising agency based in Orange County. Founded in January 1988, capabilities include general market and Hispanic advertising, design, promotions and interactive media. Clients include Toshiba Copiers, KFC, Hilton Garden Inn, Children’s Hospital of Orange County, and Yamaha Home Entertainment. DGWB builds and nurtures meaningful relationships between its clients and their customers. Looking beyond transactions, efforts are focused on discovering the shared core values between brands and customers, creating meaningful connections, and then cultivating trust.

About Wienerschnitzel
Founded by John Galardi in 1961 with a single hot dog stand in Wilmington, Calif., Wienerschnitzel is one of the real pioneers of the quick-service food industry. Having successfully carved out a niche with hot dogs, The World’s Largest Hot Dog chain serves more than 120 million hot dogs annually. Based in Newport Beach, Calif., Wienerschnitzel operates or franchises 353 stores in 12 states and Guam. It is part of the Galardi Group, which is also the parent company of The Hamburger Stand and Tastee-Freez LLC.

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