Oscar Mayer's famous Wienermobile is getting a new name. The hot-dog-shaped vehicle, which has been a part of American culture for nearly a century, will now be known as the Frankmobile. According to Oscar Mayer, the new name pays homage to the brand's updated recipe for hot dogs that will be launched this summer.
Despite the name change, the Frankmobile will look much the same as its predecessor, with the only difference being a decal displaying the new name on the side of the vehicle. Oscar Mayer has not confirmed whether the name change is permanent, stating that it is "trying out to see if it 'cuts the mustard' with its fans."
The new recipe for Oscar Mayer's hot dogs marks the first change to the brand's franks in six years. The packaging will also be refreshed, and customers can expect a more balanced flavor profile and iconic beefy taste that is "more delicious than ever." The company's spokesperson stated that while some competitors have focused on strong flavors such as garlic or onion, their team worked to balance these out while maintaining strong beef brothy notes throughout the dog. Specific details about the new recipe were not disclosed.
The Wienermobile has been a part of Oscar Mayer's advertising campaign since 1936, when Carl Mayer proposed the idea of a literal marketing vehicle to his uncle Oscar. The brand now has six of the 23-foot-long vehicles, which travel across the United States to promote the brand at events such as state fairs, grocery stores, and sports contests.
Oscar Mayer is owned by Kraft Heinz and has become known for its cheeky marketing tactics, such as selling hot dog popsicles and bologna face masks, both of which sold out quickly. However, the shift in consumer preferences towards healthier, less processed foods has led to a $15 billion write-down in the value of Kraft and Oscar Mayer brands in 2019.
In conclusion, the Frankmobile represents a new chapter in Oscar Mayer's long history of creative marketing tactics. With a new recipe for their famous hot dogs on the horizon, the brand is hoping that the Frankmobile will continue to be a beloved icon for generations to come.