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• The brand's signature hotdog-shaped vehicle is now the Frankmobile.
• The Frankmobile is also handing out coupons for free hot dog packs for customers whose name includes "Frank'; this part of the initiative is called "Franks for Franks."
• This is part of a larger experiential effort for which six Frankmobiles will drive through various areas to raise awareness of the newly reformulated product.
  • Creative AOR designed the larger "Keep It Oscar" brand platform in 2021, but as you can tell, its strategy for this platform is shifting.
• Per a marketer at parent company , this new overhaul promotes OM's all-beef frank products, which recently changed its recipe to be more balanced and flavorful.
• The hot dog strategy shift rolled out ahead of Memorial Day weekend to prepare for the summer when people are grilling out and eating more hot dogs than in other seasons.
• OM also changed its Wiener Whistles (I know, I'm sorry) to Frank Whistles and its Hotdogger drivers to Frankfurters.
• The initiative was made by The Kitchen (social).
• OM has been experimenting with other forms of Frankmobile-related experiential efforts; for example, the brand recently converted it to a real wedding venue, the Wienermobile of Love.
• The brand will likely:
  • Continue bolstering awareness of the new product
  • Keep investing in experiential activations
  • Continue shifting strategy
  • Ramp up spend
  • KH may conduct agency reviews (more below)
• Target demographic: 
  • Gen-Z and millennials
    • Specifically, better-for-you (BFY) and eco-conscious consumers in search of alternatives to processed foods
    • Especially dads

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, OM has spent approximately $7.7m on national TV commercials, 11% less than the approximately $8.7m spent within the same 2022 timeframe.
  • Last year: The brand spent around $19.1m on this channel last year after having spent 24% less, around $14.5m, in 2021.
  • 2023 ad programming: OM's 2023 commercials have targeted Gen-X watching shows such as NFL Football, Two and a Half Men, The King of Queens, NCIS: New Orleans, and Law & Order: Special Victims Unit.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has allocated roughly $1.7m toward digital ads YTD, flat from the roughly $1.7m allocated by this point last year.
  • YTD data: Since the beginning of 2023, OM has earned ~215.7m digital impressions, 50% via Facebook ads, 32% via Instagram ads, and 18% via YouTube ads.
  • Last year: The brand's estimated full-year 2022 spend of $3.8m reached only half of that of $7.6m in 2021.
• Additional channel insights  
  • The brand utilizes Google Ads along with linear, OTT, print, digital, and local broadcast ads.
  • OM holds planning conversations in Q1 and buying conversations in Q4.
  • The brand sponsors podcasts such as Chameleon.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out to see if parent company KH conducts additional agency reviews following its relatively recent appointments of PR AOR , PR AOR Zeno Group
  • KH is also May 2022 and left only a few months later.
• Current agency roster (OM brand):
  • Johannes Leonardo: Creative AOR (2020)
  • Zeno Group: PR AOR (2022)
  • The Kitchen: Social agency partner (at least for this campaign project)
  • : Media AOR
  • : Experiential assistance
  • View KH's full roster here.

Insight Sources: Broadcast, linear, and OTT insights estimated by .