The return of the Classic Taste Wieners was big news that we needed to get out there in a big way. The Wiener News Network - where it’s ‘all wiener, all the time’ - was developed to make the announcement and convince consumers to support the brand again. This quirky idea involved 2 phases: Phase I acknowledged the problem (and bought time until new product could reach store shelves), while Phase II solved the problem with the announcement that the Classic Taste was back. The tongue-in-cheek campaign included television, radio, newspaper insert, in-store, contest giveaways, and online and social media including 6 different WNN videos.

Though still early, Atlantic Canadians and their BBQs are fired up over the Classic Taste Wiener return. Just 6 weeks into the promotion, product sales are up 22% (over last year), with retailers reporting lift of 3 - 5 times since the campaign launch. The Larsen Facebook page has exploded with messages of thanks and praise. ‘Likes’ tripled in the first week and 21% of Facebook fans are currently engaged and talking about the brand. And more than 600 sweepstake entries were received in less than 24 hours.