For decades, Oscar Mayer was a household staple that lived on the tip of people’s tongues—quite literally. Everyone could sing an Oscar Mayer jingle (or two), and the brand would spark smiles anywhere the Oscar Mayer Wienermobiles went.
As Oscar Mayer’s core audience matured and its pop-culture presence waned, the iconic Wienermobiles remained beloved. The challenge was clear: spark new brand conversation during the kickoff to grilling season, leveraging a nearly 100-year-old brand asset. The result: the Wienie 500. What began as a one-page idea in a brainstorm quickly evolved into a campaign that made marketing history and the Kraft Heinz record books. Generating more than 6 billion impressions and securing the No. 2 trending hashtag on X, the Wienie 500 took the world by storm, with fans demanding it become an annual tradition.
Featuring speakers from the Oscar Mayer brand and Johannes Leonardo, this session will give attendees a deep dive into how Oscar Mayer and Johannes Leonardo crafted America’s newest obsession and pastime in a way that sparked smiles and spread love for Oscar Mayer hot dogs across the nation. Enjoy an afternoon of great food and drinks, fresh inspiration, and a very special guest you won't want to miss (hint: it's a 14,000 pound hot dog on wheels).