“’Songs in the Key of Wiener,” a new Facebook campaign from Maple Leaf Food‘s Larsen Wieners brand, takes Atlantic Canadians back in time to the heyday of the “As Seen On TV” era.
Developed by St. John’s-based shop Target, the campaign centers on two 30-second videos, “Volume 1 and 2 of Songs in the Key of Wiener,” created in the style of “As Seen On TV” company K-Tel International, known for its compilation albums. Hit songs see their lyrics tweaked to be a little more hotdog- friendly, “Band on the Bun,” and “Sunday, Wiener Sunday,” being two examples.
“Hot dogs evoke a feeling of nostalgia and fun,” said Tom Murphy, creative director at Target. “And to me, that style of advertising made famous by K-Tel Records in the ’70s and ’80s embodies that feeling.”
Since Larsen Wieners are only available in Atlantic Canada, the campaign aims to solidify the brand’s place in the hearts and minds of its consumers, and is also a nod to the region’s history and culture, said Natalie Lemire, account manager at Target.
“Hot dogs are fun,” said Lemire. “It’s so simple and it’s a brand that you can have a lot of fun with. I think one of the things that’s true for Atlantic Canada is we are natural born storytellers and we tell stories through song. Songs are fun and hot dogs are fun so why not marry the two?”
Additional elements of the campaign include in-store and radio. Multiple Facebook contests, where consumers can win a years’ worth of Larsen Wieners, are also currently running.
This is the first campaign for the brand since 2011’s “The Wiener News Network,” which won a silver Cassie award. Target was also responsible for creative on that campaign.
