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Wienerschnitzel’s Radio Dogs

Hot dog chain highlights summer promo items with radio ads

Irvine, Calif.-based hot dog chain Wienerschnitzel has incorporated radio into its media mix, which is primarily focused on television and direct mail, to promote its new summer menu items.

The 53-year-old franchiser also uses TV commercials and YouTube to highlight its summer specials, which include two new Big Angus Premium Beef Dogs in its BBQ Bacon and Blue Cheese & Bacon dogs along with Tastee Freez frozen dairy creations and Summer Sippers Lemonades.

“To celebrate the return of the summer season, we wanted to roll out some very special menu items that are sure to be a big hit … and what goes better with summertime than hot dogs and cool treats?” said Tom Amberger, vice president of marketing for Wienerschnitzel.

“Radio allows us to get creative and it really lends itself to showcasing the brand’s fun, energetic personality,” Amberger added. “Our 2014 campaign features animated voices and catchy jingles reminiscent of the early 1960s, when the company was founded. Our commercials really stand out amongst all the clutter, there’s nothing quite like them on the radio right now.”

Wienerschnitzel operates or franchises 350 stores in 10 states and Guam and is part of Galardi Group. It’s been around since 1961 and claims the recipe hasn’t changed since the offerings of the original stand.