Oscar Mayer’s `unique flavor’ of marketing

Step up border security - Canada is about to be invaded by a bunch of giant wienies.In anticipation of the November launch of Oscar Mayer wieners and luncheon meats in Canada, Oscar Mayer Foods, a division of Kraft General Foods, has...

Step up border security – Canada is about to be invaded by a bunch of giant wienies.

In anticipation of the November launch of Oscar Mayer wieners and luncheon meats in Canada, Oscar Mayer Foods, a division of Kraft General Foods, has let loose its ‘unique flavor’ of marketing: the attack of the 23-foot Wienermobiles.

The hot-dog-on-wheels flashed through greater Toronto and the Niagara Peninsula recently, but a more extensive 10-city tour will begin Oct.11, with a planned three-day siege of the Canadian Grocery Showcase at the Metro Toronto Convention Centre Oct. 17-20.

The Wienermobile was developed as a marketing tool in 1936. The company now uses 10 of the vehicles to promote its product in the u.s., Japan, Spain, and now Canada.

Bill Teeter, manager – international for Oscar Mayer, says the Wienermobile has evolved into the most memorable corporate symbol in the u.s., with a 70% consumer awareness rating.

‘When a 23-foot-long wiener rolls into town, it’s hard not to notice,’ Teeter says.