Kraft Heinz Doubles Oscar Mayer’s Marketing Budget to Promote Natural Ingredients
Oscar Mayer is switching up its hot dog recipe by removing nitrates and nitrites, artificial preservatives and by-products from the meat. The push for healthier, more natural ingredients is showcased in a new campaign called #ForTheLoveOfHotDogs, per a company press release.
By incorporating a strong social component and building the campaign on the hashtag #ForTheLoveOfHotDogs, the brand clearly aims to generate buzz and get people to spread the word that it’s remolding in a more health-conscious way.
Parent company Kraft Heinz obviously also sees the value in doubling down on a marketing push focused on a more natural product. Younger demographic groups, and especially millennials, are shown to value food that is healthier, fresher and presented with more transparency. The timing of the bigger push coincides with the arrival of warmer weather, when grilling hot dogs is popular pastime.
As Fortune noted, Kraft Heinz’s move plays into a larger industry trend among “Big Food” brands including Cheerios, Quaker Oats and Pepsi that seeks to move away from the idea of being processed. Kraft Heinz recently reformulated its Mac & Cheese recipe in a similar manner.