Dive Brief:
- Oscar Mayer is seeking college graduates to work as a "hotdoggers" in its traveling Wienermobile, the company shared with Marketing Dive via press release.
- Potential applicants have through Jan. 31 to submit a resume and cover letter for the one-year full-time paid brand ambassador position, where those hired will travel the country in a hot dog-inspired vehicle and serve as a spokesperson at charity and grocery store events and during radio and TV appearances.
- Recent grads with a degree in public relations, marketing, journalism, advertising or communications are encouraged to apply, but the positions will not be limited to people with these backgrounds, per the release. Oscar Mayer launched its hotdogger program in 1988. This year, 12 positions are available.
Dive Insight:
Oscar Mayer's Wienermobile has been a staple of the brand's marketing strategy for years. The first hot dog-inspired car debuted in 1936, but the brand has recently incorporated the iconic vehicle in more modern efforts in hopes of reaching audiences both young and old across the country. This latest push to hire college graduates as hotdoggers is another step to deepen loyalty by letting them hit the road as fresh-faced brand ambassadors who support and appear in marketing outreach.
The Kraft Heinz brand reported that it received thousands of applications for these coveted positions last year. That reach alone shows the potential for building awareness and buzz online as potential applicants discuss the job on social media.
In 2018, Oscar Mayer unveiled the Super Hotdogger, a jetpack-wearing, orange-suited deliveryman who distributed hot dogs to New Yorkers in an experiential event. It also added themed bicycles and drones to its fleet to deliver treats to people looking for a healthier lifestyle. Last year, the brand lent out its iconic vehicle for an Airbnb campsite at Lollapalooza music festival in an attempt to tap into increased interest around one-of-a-kind experiences and branded overnight stays, which is growing more popular with food and restaurant marketers.
Keeping the 84-year-old Wienermobile at the center of Oscar Mayer's marketing over the years comes as parent company Kraft Heinz has struggled in recent years. The company is looking to turn around a drop in sales since it revealed a $15.4 billion write-down in February 2019. Kraft Heinz has experienced some tumultuous times since then, losing its CEO Bernardo Hees and CMO Eduardo Luz.
The company will need to innovate as it adjusts to its executive restructuring. New Kraft Heinz CEO Miguel Patricio, former CMO at Anheuser-Busch InBev, is focused on innovative marketing to turn around the ship in a new decade.
