In response to a recent campaign by Heinz Ketchup brand urging Chicagoans to rethink their hot dog toppings, Ball Park has launched a new campaign to celebrate the freedom to top hot dogs any way consumers like. This agile, multi-channel campaign, developed by Ogilvy Chicago and Mindshare, aims to champion individual preferences and engage with the ongoing debate in the city.
The campaign, titled “Top Your Dog Your Way,” includes a variety of elements designed to resonate with Chicagoans and hot dog lovers nationwide. One of the centerpiece actions was an open letter published as a full-page ad in the Chicago Sun-Times, where Ball Park expressed its support for condiment choice freedom. This gesture was intended to directly address the recent stir caused by the rival condiment brand’s advertisements.
In addition to the open letter, the campaign features a series of out-of-home (OOH) and digital ads showcasing the diverse opinions of real people regarding hot dog toppings. These ads have been strategically placed in high-traffic areas around Chicago, including Navy Pier. The campaign also includes cab toppers, urban panels, bus stations, and train stations to maximize visibility.
Ball Park’s initiative extends to geotargeted advertisements on social media platforms like Meta (Facebook and Instagram) and TikTok, focusing specifically on Chicago audiences. This digital strategy aims to engage locals in the ongoing debate and encourage them to share their topping preferences.
On social media, Ball Park is actively conducting polls and engagements on its own channels to gather consumer feedback and promote user-generated content. This approach not only involves the audience in the campaign but also showcases the variety of ways people enjoy their hot dogs.
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“We’re thrilled to join this conversation and celebrate the freedom to enjoy hot dogs however you like,” said a representative from Ball Park. “This campaign is about embracing diversity and giving a voice to our consumers’ unique tastes and preferences.”
Adding a layer of depth to the campaign, Ball Park is revealing new data on consumer preferences regarding hot dog condiments. This data-driven aspect of the campaign highlights the diverse opinions and choices people make, reinforcing the brand’s message of celebrating individuality.
The “Top Your Dog Your Way” campaign was pulled together in just one week, demonstrating the agility and responsiveness of Ogilvy and Mindshare. By tapping into the current public discourse and emphasizing consumer choice, Ball Park aims to position itself as a brand that values and celebrates individual preferences.
The official hot dog of the Detroit Tigers since 1958, Ball Park makes hot dogs, hamburger buns and patties. The brand is owned by Tyson Foods.
Through this dynamic and inclusive campaign, Ball Park is making a bold statement in support of topping diversity, engaging the community, and reinforcing its brand values.
