Campaign Objectives
Challenging frankfurter buyer behavior:
•Misconceptions, quality, benefitsChanging frankfurter consumption behavior:
•Question limited ways of consumption, offer alternatives, integrate in daily food habitsAvoiding price-war based communication and other category clichés
Make hot dogs cool and Campofrio the first-choice option in the frankfurter category
Target audience
•Young adults, up to date with technology and with a busy schedule
•Focus on self orientation, exploration and personal development through smart choices
•Very active and socially dynamic, hunger for anything new that upgrades their lifestyle
•Having fun is a main driver in all their activities
•Their ideal brand is the one that gives them trust, able to show variety and creativity, to feel stimulated and aroused
