Executive Summary
other chains. Bold
Bold Ideas researched nutrition
ratings from several fast food chains. By this
comparison, Bold Ideas saw the opportunity
to change the perception of hotdogs being
one of the most unhealthy food an individual
can eat. Presenting the truth behind those fast
food items people consider healthy, will help
change this perception in general by comparing
Wienerschnitzel’s calorie and sodium counts to
those of other fast food chains in several ads.
Key competitors with higher “healthier” ratings,
such as Subway, Whataburger, and McAlister’s
can help build our case that Wienerschnitzel’s
hot dog is healthier than a club sandwich and
a burger. Bold Idea’s campaign is grounded in
transparency about our product to appeal to the
healthy shopper’s appreciation of openness on
fast food products.
Bold Idea’s campaign will also confront
the perception that hot dogs are made from pig
lips, snouts, etc. People perceive other fast food
options as healthier, but with the new messages
and comparisons being sent out to the public, a
hot dog will be put on the Subway, Whataburger
and McAlister’s customers’ radar.
New advertising with the comparison
message will be sent out via Facebook,
Instagram, Pinterest, Pandora, and Spotify.
In addition, Bold Ideas will create
guerilla advertising food trucks that will bring
the hot dog to the customer in places where
they congregate, such as college campuses, so
Wienerschnitzel can compete head-on with
Ideas will also
install kiosks in
transportation
hubs to be a
reminder to
commuters
going to lunch
or going home of
the hot dog as an
alternative meal.
Bold Ideas
plan to drive
transparency as
a value straight
to the restaurant. on the number of shares, likes, pins, and views.
A change in the menu design will be created Bold Ideas hope to get a 50% coverage from all
showing Wienerschnitzel hot dogs are the food viewers on all social media sites. Bold Ideas will
to eat. Bold Ideas will evaluate the success of the focus in on women 18 to 24 for the number of
new design by seeing an increase in the variety views, likes, pins, and shares by that particular
of product purchases. target group, as our primary audience.
Bold Ideas suggests adding women to Bold Idea’s overall objective is to
the target demographics for Wienerschnitzel. transform the Wienerschnitzel brand into a
Women, more than men, take on the job as the transparent company that is aware of health
buyer for groceries and necessities. Women tend trends among traditional American foods, such
to look at labels and brands before purchasing. as hotdogs, which is a competitively healthy
By targeting Women in the 18-34 age range, option among other fast food competitors. With
Bold Idea’s believes Wienerschnitzel will develop transparency, Wienerschnitzel will be able to
a new customer base. Bold Ideas are not saying expand its audience by changing consumer
that women do not ever eat at Wienerschnitzel, perceptions to recognize the hot dog as a more
but the generally-accepted perception that nutritional meal than competitors’ products.
hotdogs are unhealthy hinders women from Read on to see how we plan to accomplish this!
buying from Wienerschnitzel on a regular basis.
Targeting this group will be a positive for the
company.
Bold Ideas will measure the reaction to
our advertisements on social media sites based Page #3
 Situation Analysis
dogs as well as give them rewards for eating at of all consumer purchases.
Wienerschnitzel. Women concerned about health and
Bold Ideas also looked into opportunities fitness will more likely spend money to prevent
presented by the calendar. Hot dogs are a being sick. Women tend to investigate a product
Wienerschnitzel’s goal is to broaden
patriotic dish, in addition to being a fast food rather than making an instant purchase.
its audience focusing on the chili cheese dog
option. There are many opportunities during Women hold the buying power within a family.
and hot dog options. Health research revealed
the year that Americans think of hot dogs as Therefore, women need to know the brand and
several opportunities for marketing strategies,
part of patriotic celebrations. Our calendar will what they are buying. Visual, conversational,
and a view for what new consumer groups
exploit these opportunities to increase target and personal ads associated with a product’s
might be looking for in a fast food meal.
consumption of the hot dog throughout the cost and health benefits will draw women to
Consumers want more transparency and clarity
year. look deeper into the product. An ad with these
as they are making ordering choices. We found
Bold Ideas compared ad costs and features will both intrigue women to change
that displaying calories and ingredients is
viewer media preferences to select social media an existing perception, and streamline the
helpful to this consumer group.
for our primary national target advertising. This research they typically do on their new product
Bold Ideas suggests a menu update
gave way to our big idea which indicated that purchases.
to include cost and health comparisons
dogs are people’s best friends. With this idea, we Continuing with marketing and
with sandwich options from competitors to
created “your second best friend” to establish reaching out to women, the product needs to
demonstrate the cost and health advantages
that hot dogs can be added to your best friend build a relationship or tell a story including
of buying hot dogs from Wienerschnitzel. In
group also. the female customer. Building a relationship
addition, two new products will be suggested
Bold Ideas suggests that one way to with the women who wield buying power for a
to broaden the audience for Wienerschnitzel’s
broaden the audience to the research presented family will help accomplish Wienerschnitzel’s
products.
is to advertise to women. Being able to bring goals of increasing hot dog consumption for an
Wienerschnitzel can compete favorably
advertisements, products, and brands to the additional generation of buyers.
with other fast food venues if the new target
female consumer will broaden the scope for Social Media is particularly effective in
audience could compare the hot dog to deli
Wienerschnitzel. Focusing on women 18-34 can reaching women. American adults spend about
sandwiches regarding health and calorie counts.
capture a new consumer group willing to try four hours per day on social media1. In order
Bold Ideas researched demographics and
new products, buying for families, and who are to reach out to the projected market, a business
also researched the attitudes towards social
not likely to be set on a certain hot dog brand must be able to market to the online user.
media, which helped us find the health
yet. The ability to draw this target in will open The next section will detail the research
output objective. We then analyzed the
doors to Wienerschnitzel to children and older mentioned in this analysis.
perspectives that ordinary people have with
family members, as well.
Wienerschnitzel’s vintage look and we learned 1
Nielson Insights, Time Flies: U.S. Adults Now Spend Nearly Half
Women have demonstrated different A Day Interacting With Media, https://www.nielsen.com/us/en/
that we will need to revamp the advertisements
consumption trends and behaviors than men. insights/news/2018/time-flies-us-adults-now-spend-nearly-half-a-
to include a younger generation of hot dog
Women are more likely to spend time and day-interacting-with-media.html
consumers. Bold Ideas has also suggested the
energy to understanding the brand and the
idea of adding a Wienerschnitzel app to the
product. Women on average account for $7
market.This app will inform the customer about
the nutritional side of Wienerschnitzel hot
trillion in spending and are an influence in 85% Page #4
 Research
Our campaign aims to promote hot
dogs as a healthy, patriotic, and safe fast food
alternative to add to one’s fast food choices over
the next five years. If we are able to discover
key motivators to include hot dogs in the fast
food alternatives frequented by individuals in
our target, we will add new customers and also
increase the frequency of current customers.
Healthy hot dog additions. This move is
expected to attract an entire new target audience
and continue to keep existing individuals who
are particularly concerned with the nutritional
aspects of hot dogs. Our ultimate goal,
however, is to gradually change the popular
misconceptions of a hot dog, Wienerschnitzel in
particular, as being unhealthy. Our suggestions
include a Turkey Hot Dog as a choice for a
hot dog. We also hope to partner with the
Morning Star brand to bring a vegan corndog to
the menu. These additional hot dogs contain
significantly less amounts of calories and fat
than the regular hot dogs. In adding them to the
menu, Bold Ideas hopes to appeal to the vegan
and vegetarian audience and even the typical
hot dog lovers who are occasionally looking for
healthier options on the menu. The nutritional
values of these healthy dogs will be promoted
through the means of commercials, packaging,
etc. The expansion of the existing menu will also
add more variety to the food choices available at
Wienerschnitzel and change how people look at
Wienerschnitzel.
Health Research on Hot Dogs gram of sodium per item, followed closely by
Wienerschnitzel Chili Cheese Dog at 1160 and
The following visual data, Figure 1 and 2,
Whataburger at 1200. There is not much of a
has been comprised in order to make reasonable
difference in the amount of sodium between
comparisons between the menu items from
products from Subway, Wienershinitzel, and
multiple leading fast food brands on the market,
Whataburger, which can be useful information
including Wienershnitzel, Whataburger,
for customers who are concerned with the
Subway, and McAlister’s. This information can
sodium level in their favorite fast food items.
be used to challenge the health misconceptions
McAlister’s Grilled Chicken Club ranks the
highest sodium level per item of 1640, which
Figure 1
McAlister’s Nutrition. (n.d.). Retrieved from https://www.mcalistersdeli. com/nutrition
is surprisingly high for a deli sandwich that is
normally considered healthier than other fast
Whataburger. (n.d.). Retrieved from http://whataburger.com/food/nutrition
Chili Cheese Dog. (n.d.). Retrieved from https://www.wienerschnitzel.com/food/hot-dogs/
chili-cheese-dog/
food items.
Calories
Figure 2 compares the amount of
calories contained in a Wienerschnitzel Chili
Cheese Dog to items from other popular and
competitive fast food chains: the Whataburger,
the McAlister’s Grilled Chicken Club, and the
Subway cold cut. As can be clearly seen from the
chart, the Subway Cold Cut comes first in terms
of calorie-friendliness at 340 calories per item,
followed closely, again, by the Wienershnitzel
Chili Cheese Dog at 340 calories. This can be
surprising to many people considering how
faced by Wienerschnitzel and hot dogs in “healthy” Subway is perceived by the majority of
general with respect to other fast food items. customers but how “unhealthy” Wienerschnitzel
is despite only a 10 calorie difference.
Sodium
In terms of sodium levels, Figure 1
demonstrates the difference in the amount
of sodium contained in the same food items
from Whataburger, McAlister’s, and Subway
in comparison to Wienerschnitzel. Subway has
the lowest sodium count among all at 1090 Page #5
 Research
continued
McAlister’s and Whataburger
are significantly higher in calories than
Wienerschnitzel, with the calorie count at 590
and 890 respectively. And yet they still appear
more attractive than a Wienerschnitzel Chili
Cheese Dog. This information can also be
utilized in the campaign to show the audience
a healthier side of Wienerschnitzel that often
goes unnoticed in comparison to brands that
are popularly consumed by a lot of calorie-
conscious consumers.
Ingredients
Any non-meat ingredient included in
a meat product must be approved by the Food
and Drug Administration and approved by the
U.S. Department of Agriculture. This is why
hot dogs have certain terms about what kind of
hot dog it is and the ingredients inside of them.
Based on this, there are different types of hot
dogs, which are cured, uncured, skinless, natural
casing, hormone free, and antibiotic free. What
do these all mean? A cured hotdog includes the
combination of ingredients such as (According
to the Hot Dog Ingredients Guide) salt, sugar,
and (or) sodium nitrates. This is to preserve the
hot dog and give it the flavor and color it needs.
Another type is Uncured which means that
they purify the sodium nitrates within the hot
dog. They use the forms of nitrate used within
a vegetable such as celery. There is also skinles
hot dogs, which means the casing of the hot dog
is removed during the manufacturing process.
They strip the nitrates off and leave it skinless, Considering the vitamins that hotdogs
hence the name skinless hot dog. Meanwhile, provide, the research shows hotdogs provide
natural casing is leaves everything on it, making good vitamins for human health. Vitamin B
the hot dog snap. This is due to the fact that they impacts energy levels, brain function, and
are made from cleaned lamb or pig intestine. cell metabolism; Vitamin E protects from
There is also Hormone Free hot dogs, which cell damage; Vitamin D absorbs calcium and
means that the animal is raised without added promotes cell growth. Just by eating a hot
hormones. The last type of hot dog is the dog, an individual will be ingesting necessary
Antibiotic free hot dog, which means the animal vitamins for a healthy individual.
is raised without antibiotics, hence the meat is
antibiotic free.
If hot dogs contain some kinds of
variety meats, such as liver or hearts, those
ingredients are required by the U.S Department
of Agriculture to be declared on the package
with statements such as “with variety meats” or
“with meat by-products.” The specific variety
meats included must also be mentioned.
However, since Weinershnitzel refers to their
ingredients as a propriety blend, in which the
specific ingredients are not required, we rely
on this research to determine the nutritional
information of Wienershnitzel hotdogs.
Pros and Cons
After examining all of the information Figure 2
that was provided, we can determine that a hot
McAlister’s Nutrition. (n.d.). Retrieved from https://www.mcalistersdeli.com/nutrition
Whataburger. (n.d.). Retrieved from http://whataburger.com/food/nutrition
dog is healthy in the sense of calorie count,
Chili Cheese Dog. (n.d.). Retrieved from https://www.wienerschnitzel.com/food/hot-dogs/
chili-cheese-dog/
vitamins, protein, and endless possibilities when
it comes to creating a hot dog of one’s choosing.
A chili cheese dog from Wienerschnitzel is only
350 cal, a relatively low count that allows for
an individual to add more toppings or choose
another item to compliment the appropriate
calorie intake per day which is about 2,000
per day for women and 2500 a day per men. Page #6
 Research
continued
One disadvantage to eating a hot
dog is nitrates which are preservatives added
to processed meats to give a meal a longer
life. Nitrates are added for safety reasons,
but nitrates have been linked to cancer. If an
individual wants to meet the standard for
protein count, then the hot dog is a good way
to go. Hot dogs on average have 5g of protein.
The downside to this is the amount of sodium
in a hot dog. Hot dogs have 1,160 mg of
sodium, heavier than some other fast food meat.
Sandwiches and hamburgers fall into the 1,000
range in sodium. If an individual is debating
on sodium levels, then a hot dog should be a
contender.
Lastly, hot dogs do not have to be the
basic dog that a lot of people perceive them
to be. Eating food such as a hotdog allows an
individual to dress up the “dog” in any way that
they seem fit. The only downside to this is each
new topping increases the calorie count.1
Marketing Research on Hot Dogs
Packaging and Display
Packaging of products is usually the first
thing consumers notice about a product and
therefore plays a key role in differentiating the
brand from its competition, as well as the
way in which the product is perceived.2 Bold
Ideas suggests an increased impact on the
point of purchase and a positive representation
of the Wienerschnitzel brand and values.
Reassassurance of the healthy ingredients,
and a clear idea of what makes up the product
being consumed are is a good start to a positive
company perception.
Negative misconceptions of hot dogs
drive customers away; therefore, if
we can provide that reassurance and
transparent ingredient list to dispel
those misconceptions, we can bring
the health-conscious consumer to
Wienerschnitzel. One way to do this
is to change our product on those
items research says pose health
problems.
Bold Ideas will suggest a new
menu providing just as much
information as shown on our
website, including a calorie count,
so there is no need for extra
research by our new target, women
aged 18-34. This new menu will be
on display for every drive-through customer
and helps provide more transparency.
Additionally, we can capitalize on
the success Oscar Mayer generated for their
product when Kraft Heinz overhauled their
recipe for their wieners.3 To let shoppers know
there was a significant change in their product,
Oscar Mayer’s new packing celebrated three
repetitions of “No.”
• NO added nitrates and nitrites,
• NO artificial preservatives, color or flavors,
• NO filler or by-products
People now are looking at products more
carefully than ever. Product packaging gives
reassurances to customers. When Kraft Heinz
redid their packages, changing the graphics,
saying NO-NO-NO to unhealthy ingredients,
a positive consumer reaction and lift in sales
occurred.3
1
Gajanan, M. (2017, July 19). Hot Dogs: What They Do to Your
Body. Retrieved from http://time.com/4864917/hot-dog-body-ef-
fect/
2
Marketing, O. (2014, July 25). The Five Things Product Pack-
aging Must Do. Retrieved from https://www.forbes.com/sites/
onmarketing/2014/07/23/the-five-things-product-packaging-must-
do/#329ff4283ac4
3
Connolly, K. B. (2017, August 31). Oscar Mayer hot dog labeling
says ‘No No No;’ consumers say ‘Yes Yes Yes’. Retrieved from
https://www.packagingdigest.
com/packaging-design/oscar-
mayer-hot-dog-labeling-says-no-
no-no-consumers-say-yes-yes-
yes-2017-08-31 Page 7 #
Research continued
Finally, Bold Ideas recognizes the
Finally, Bold Ideas recognizes the several
calendar opportunities presented by hot
dogs as a patriotic and traditional American
food. Several festive occasions include hot
dogs as a part of the meal. These seasonal
offerings can be advertised
during our campaign as
times Americans particularly
think of having a hot dog
meal with friends and family
members. That general outline
of holidays or occasions in
receive notifications right from the company.
which a hot dog might be a good
Statistics shows that when a company sends
choice for families (and starting a
out a mass notification about free food, the app
new habit of selecting hot dogs on
should increase in downloads and the restaurant
other days) gives a full calendar of
should gain a sale.
ideas for Wienerschnitzel.
With the use of an app, Wienerschnitzel
can gain a new audience of individuals who are
Fast Food App all about receiving information right from their
Another component to consider smartphone.
in boosting the awareness of
Wienerschnitzel hot dogs, is to
introduce the company to the Fast
Food App category. Right now,
people are using social media
with their smartphones more
than ever. The timing is perfect
for wienerschnitzel to create an
app where customers can receive
notifications, free food, and
information surrounding the
wienerschnitzel company.
Fast food chains such as Danny. (2018, October 03). A
Look Inside the Fast-Food App
McAlister’s, Whataburger, and War. Retrieved from https://www.
Subway have apps that allow
Page #8
qsrmagazine.com/fast-food/look-
customers to order ahead and inside-fast-food-app-war
 The Big Idea
Bold Ideas proposes our Big Idea: “Your
2nd Best Friend .” Throughout this campaign,
Bold Ideas recognizes Wienerschnitizel as
the brand that we can rely on to maintain a
healthy and happy lifestyle. Just like your best
pal, Wienerschnitzel is there during all of life’s
celebrations: the good times and the bad times!
Wienerschnitzel is your weekday pick-me-up.
With the Your 2nd Best Friend campaign, Bold
Ideas believes our target’s preconceptions of a
hotdog will change just by getting to know what
a true hot dog is all about.
The beginning of the Your 2nd Best
Friend Campaign is on June 30, 2020 and
runs the entire year through June 29, 2021.
On July 4th, Bold Ideas suggests creating a
new commercial to highlight the variety in the
Wienerschnitzel menu while displaying hot
dogs at a party. This will emphasize hot dogs as
the “American” party food choice for any party.
A hot dog is just like Your 2nd Best Friend in the
sense that both can be at any place that you
want them to be! Both your hot dog and real
dog can participate in gatherings that will create
memories that will last a lifetime. (Your real dog
likes hot dogs, too!)
Moving into healthy relationships
is also a goal of Your 2nd Best Friend. With
Wienerschnitzel, there are health benefits
that come with the consumption of hot dogs
compared to other types of fast food. Research
shows that a hot dog has fewer calories than
a hamburger and a club sandwich. Having
Wienerschnitzel as Your 2nd Best Friend will
ensure a healthier lifestyle by comparison
to other fast and deli food options such as
Whataburger, Subway, and McAlister’s that are
actually less of a healthier option, according to
Bold Ideas’ research.
Just like Your 2nd Best Friend, you share
things with them, you care, love, and constantly
strive to be the best for them at all times.
Therefore, in our campaign, Wienerschnitzel’s
menu should be able to reflect the same. No
one wants to feel in the dark when it comes to
getting to know a new pet or a new product.
Because Your 2nd Best Friend wants to aid
you in improving your diet, adding just two new
products into the mix is key for the Your Your
2nd Best Friend campaign. Because the turkey
dog is lower in calories, it can be seen by many
as a lower fat healthier option. This will appeal
to women aged 18-34 who are interested in
healthier food choices.
Secondly, incorporating the veggie
corndog into the corndog section will also add a
different taste and variety to the mix.
Along with having Your 2nd Best Friend
offering more options, we suggest looking at
what other hot dog companies are doing such
as Oscar Mayer, which is a hot dog brand
that anyone can buy at a grocery store. Oscar
Mayer has changed their packaging to display
No added nitrates and nitrites, No artificial
preservatives, color or flavors, and no filler or
by-products. This change has caused an increase
in sales, because people today are more aware
of what they are eating. If Wienerschnitzel
wants to create a similar impact, they must be
transparent and show that their product is as
healthy as it can be.
While switching to Oscar Mayer
wieners, Wienerschnitzel can begin to market
their chili and proprietary foods (like our
corndog) in grocery stores. Fast food places
such as Whataburger, White castle, among
others, have joined the grocery store game.
Sending a product like canned Wienerschnitzel
chili and corn dogs will give them an edge.
Just like Your 2nd Best Friend, Wienerschnitzel
could be everywhere and available in a matter
of moments. Customers right now can only
buy Wienerschnitzel chili online. Putting
Wienershnitzel’s unique items, such as the chili,
on the shelves of grocery stores would make
the product more readily available and increase
brand awareness - making a lasting impact.
As Wienerschnitzel wishes to grow and
expand, there needs to be more of a social
media/app presence which a lot of fast food
chains are doing. Incorporating the customer’s
cell phone in the mix will open so many doors
for Wienerschnitzel to
communicate with their
customers. The app does
not just have to be Page #10
 The Big Idea
about giving free product to customers, but it
can also be an informative guide with nutrition
facts and new item awareness. Online ordering
can increase the efficiency and decrease the line.
Bold Ideas believes that Your 2nd Best
Friend will strive to be the best and make you the
best in every way. As Wienerschnitzel makes
an effort to be more transparent and responsive
to nutritional trends, customers will begin to
rethink hot dogs as Your 2nd Best Friend.
Cost Output Objective:
Bold Ideas’ menu change will also include cost
variation to other comparable sandwich options
from competitors showing savings for buying
hot dogs from Wienerschnitzel by the first
month of the campaign (July 2019) for 100%
coverage of drive through market.
Variety Output Objective: Bold Ideas will
propose the implementation of
• a turkey dog alternative by July 2019
• a switch to Oscar Meyer wieners by October
2019, and
• a vegan corndog alternative by Thanksgiving
2019,
to compete better with the variety of menu
items in most deli shops. These changes will be
Time Output Objective:
Bold Ideas will create a video ad to compare
time costs among Wienerschnitzel, McAlisters,
Subway, and Whataburger (people on the
phone in the drive through waiting, people
on the bench at McAlister’s takeout, etc. vs.
people driving through Wienerschnitzel) for the
Pintrest and Instagram audience, seeking a 50%
“pin” and “like” response from viewers.
Social Media/Application Output Objective:
Bold Ideas will create an app that will not only
educate the consumer about what they are
eating, but also give consumers a chance to feel
like they are getting a deal from being a part
of the Wienerschnitzel app family. This is for
the social media and target audience of deal

Your 2nd Best Friend marked on the original new menu as “Coming hunters, connectors, and trendmakers. bold
Soon: some more new friends” and included in Ideas is seeking a 75% increase by downloading
Campaign Objectives: the signage video for YouTube, Pintrest, & the application.
Instagram.
Health Output Objective:
Bold Ideas will produce a video showing the
list of ingredients and calories in a comparison
video ad for the 18 to 35 year old female target
for the first month of the campaign (June
2019). This ad will be displayed on Pintrest &
Instagram, and is expected to get at least a 50%
saturation share level as measured by “pins” and
“likes”.

Health Output Objective:

Bold Ideas will produce a new menu layout at
all 320 Weinerschnitzel stores. The menu will
show a comparison to other deli menu items
from “healthy” food chains. Our goal is for a
100% drive through coverage by July 2019. Page #11
 Evaluation
Bold Ideas new signage will be
measured through Instagram and Pinterest by
the amount of “likes” and “pins” that the ad will
receive. Bold Ideas is expecting a 50% coverage
of the 18-34 Women target audience. The ad
will show the new signage as well as customers
reaction to the change in the commercial. Bold
Ideas will target the audience by selecting the
target on the advertising page of both social
media sites. Since 81% of Pinterest users are
women, Bold Ideas expects that women of all
ranges will see the new ads. Because Bold Ideas
is targeting the transparency and health aspect
of Wienerschnitzel, women 18-34 will be able to
locate this ad in the terms of “healthy searches.”
This ad will begin in June 2019, in hopes to gain
an audience at the start of the campaign to push
more ideas on the customer.
Bold Ideas new menu also shows a
comparison between other fast food products.
Wienerschnitzel will gain an audience through
both the comparison & transparency in this
new menu. There will be a 100% coverage on all
Wienerschnitzel drive-thrus by the start of the
campaign.
The introduction of the turkey dog, the
Oscar Meyer Wiener, and the vegan corndog
menu items will be evaluated by the number
of sales and demand for these new products.
Wienerschnitzel customers will begin to see
Wienerschnitzel as an innovative restaurant, not
the same old hot dog, at all.
Bold Ideas’ strategic plan to target the
Women 18-34 range will begin on Social Media
sites. Instagram, Twitter, Pinterest, YouTube, as show the public its comparison and new
and Facebook will receive a Wienerschnitzel ad items. People are unaware of the fact that
that showcases customers finding new, healthy Wienerschnitzel hotdogs are healthier than the
varieties in Wienerscnitzel’s menu. This ad will average deli sandwich often chosen for lunch
be measured by the amount of “likes, “shares” over the hot dog. With the truth about Your 2nd
and “pins”. Currently, Wienerschnitzel has 5% Best Friend spread in these ways, a 75% to 85%
of the target audience, but with this ad being increase in health awareness by the end of our
on every social media site, Bold Ideas expects campaign year.
a 50% increase by the end of the first two Implementing the new signage, ads, and
months of the campaign. The new social media concept of Wienerschnitzel will make people
advertising and applications will further that believe in the message that Wienerschnitzel not
impression of innovation and responsiveness only has a healthy product, but is truly a fast,
to the changing consumer habits. By ordering fast food restaurant.
through the Wienerschnitzel app, consumers
will discover the quick, reliable drive-thru that
Wienerschnitzel has to offer. Bold Ideas knows
that today’s customer - especially women who
do the majority of buying in the household - do
no have a lot of time to wait for their food. Bold
Ideas is hoping for a 5% increase in “pins” and
“likes” from an ad that show Wienerschnitzel as
a fast food place that is actually fast.
The kiosk will have a 100 % coverage
throughout all cities that have a Wienerschnitzel
restaurant, increasing traffic through the drive-
through by 15% initially and ending with a
consistent raised drive-through of 40% over
pre-campaign numbers steadily during the
campaign and following.
At the beginning of September and
continuing through November, Wienerschnitzel
will target college students at the sporting
events, and the general city population at the
civic celebrations visited by adding 85 food
trucks in population-dense cities with exisiting
Wienerschnitzels. This food truck will increase
visibility throughout the community as well
Page #20
 Return on
will be reached and new customers gained. If our impressions are correct, and at least 50%
Considering the several various competing of customers will yield $350 million return. In
fast food restaurants that already utilize tools addition to that, if a quarter of those people

Investments
such as kiosks and apps, by adding this to the become brand loyal returning customers,
advertising campaign, it expands the another $150 million will be attained. The
potential customer base adding Wienerschnitzel chart below shows the return on investments
on a higher level next to competitors with less concerning the impressions obtained
A minimum 75% coverage of our healthy options. throughout the campaign.
Also, with the addition of food trucks
target audience through the Bold Ideas’ Your
in select locations, we are not only targeting
2nd Best Friend campaign will result in a 50% our audience where they live but, we are
rise in female healthy conscious customers, reaching them where they work and play. The
a $350 million benefit to the company for new portable Wienerschnitzel is a convienent,
the $25 million investment in this campaign. affordable, fast, and healthy option for the
That 50% will remain steady and increase as general consumer.
Wienerschnitzel is able to add new restaurants
in more cities and states.
Estimating a $350 million return, this
would result in a $325 million profit and a
new continuing customer base. And this result
would be the culmanation of targeting people
at specific locations, marketing for year round
events, enhancing and strengthening our social
media presence, and educating people on our
healthy options, breaking the perception that it
is just “junk food”.
Bold Ideas’ Your 2nd Best Friend
campaign raises the bar for all fast food
restaurants to continue responding to consumer
desires in a healthy variety of foods available Given the information presented, Bold Ideas’
to feed their families. Bold Ideas is proud to be campaign, Your 2nd Best Friend campaign will
part of the Wienerschnitzel campaign. bring a net gain with substantial increase in
profit.
Competitve Advantage
By adding new creative ways to target our
audience such as an app, a wider audience Page #21