Dive Brief: 

• Oscar Mayer announced it will help soon-to-be-newlyweds seal the deal in Las Vegas with its limited-time wedding chapel, the Wienermobile of Love, according to a press release.
• Designed to encourage elopement, couples can book a 30-minute time slot on April 15 or 16 to be wed in front of the romantically reinspired Wienermobile, which will be situated outside of the iconic Little White Wedding Chapel. All expenses minus travel will be paid.
• The move, an extension of the brand’s “Keep it Oscar” platform, is supported by research indicating that 72% of couples report feeling stressed about wedding planning. The effort makes the Kraft Heinz brand one of the latest to insert itself into the nuptials experience.

Dive Insight:

Though often distinguished as one of the most cherished displays of affection, wedding celebrations over time have become a costly luxury for many, bringing with it steep fees that are only expected to intensify. As such, Oscar Mayer is looking to appeal to those searching for a cost-friendly alternative, bringing its hot dog vehicle — a frequent focus on marketing campaigns over the years — to the elopement mecca of America.

Just a few days away, couples interested in marrying under the supervision of the Kraft Heinz brand’s “hotdoggers” can apply online, though, as of press time it appears applications are being put on a waitlist, suggesting the initial appointment slots are already filled. The ceremony is said to include a live wiener whistle quartet and a “wonderfully odd” wiener cake, per release details, in addition to the brand’s reimagined 27-foot hot dog vehicle. The effort falls under the Kraft Heinz brand’s “Keep it Oscar” platform, which it launched in 2021 in a push to emphasize unity and light-hearted fun. 

“Now, as more people seek stress-free ceremonies with their partners, our Hotdoggers are thrilled to reignite the joy of this special day and give them a once-in-a-lifetime experience: a wedding through a pair of meat-colored glasses,” said Ed Roland, senior manager of brand communications for Oscar Mayer at The Kraft Heinz Company, in the release.

With its latest move, Oscar Mayer joins a growing list of brands that have inserted themselves into the nuptials experiences of loyal customers. Taco Bell in 2017 began offering wedding services through its flagship Las Vegas Cantina location, where it has since married hundreds of couples. The chain, in August of last year, also took its wedding services to the metaverse, with select couples being treated to a personalized event on Decentraland. Similarly, Aldi last year hosted a competition to give couples a chance to be married at the grocery chain.

Oscar Mayer often approaches popular topics with a bit of humor, as proven by its latest effort. In another recent example, the brand pledged to give away a lifetime supply of bacon as part of its campaign celebrating World Vegan Day. Additionally, the brand last year attempted to draw attention to gender disparity in Hollywood with an effort timed to the Academy Awards with messaging indicating that “directors with wieners” have more advantages in the industry.