Hot Dog on a Stick

Morgan Marketing Building

Project
60th Anniversary celebration

Background
Hot Dog on a Stick hired Morgan Marketing & PR to spearhead a public relations campaign for its 60th anniversary in 2006. The agency worked with the client to establish the following objectives:

  1. Create top-of-mind brand awareness with media and consumers in nine key markets identified by Hot Dog on a Stick.
  2. Increase in-store consumer traffic by giving away a free hot dog on a stick to every customer on the anniversary date, June 13.
  3. Include key messages about lemonade, since it comprises 55 percent of the company's overall sales. This included securing media exposure for the company's donation to the non-profit group Alex's Lemonade Stand on National Lemonade Day, Aug. 20.
  4. Position the company as a growing brand within the competitive quick-service restaurant industry.

Execution
Collateral Materials – The agency developed eye-catching collateral materials which included Save the Date invitations for the company's internal celebration, an anniversary logo which was used on all promotional and press materials, a special 60th anniversary press kit and a lemon-shaped stress ball that was used in the direct mail campaign.

Media Relations – The agency executed a creative direct mail campaign to more than 300 media contacts sent in three separate installments to heighten awareness and newsroom buzz.  Extensive media follow-up ensued.

National Lemonade Day – On National Lemonade Day, extensive media relations support was provided for the company's efforts to raise money for Alex's Lemonade Stand through lemonade sales. The agency executed a creative mailing, delivered lemonade to broadcast media, and pitched food editors and producers.

Results
Morgan Marketing Building Significant media placements included “The Tonight Show with Jay Leno,” San Francisco Chronicle and “KTLA Morning News” in Los Angeles. There were 15 TV morning show feature segments that aired in all nine target markets on major network affiliates, including NBC, ABC, CBS, Fox and the WB, as well as several major independent stations. More than 10 company-focused articles were placed in business and restaurant trade publications. The company gave away 50,000 hot dogs on a stick on their anniversary date and raised $10,000 for Alex's Lemonade Stand on National Lemonade Day. The client noted a 12-18 percent sales increase from the previous year during the four-week period surrounding the promotion. The agency received a PROTOS award from the Public Relations Society of America for this campaign.

 

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