Bar-S: Call It Love

Context

America loves hot dogs. They show up at cook-outs, tailgates, late-night cravings, beach trips, and family dinners.
For 20 years as the #1 best-selling hot dog brand, Bar-S has been the hot dog America chooses most.

Challenge

But customers question the Bar-S Classic Franks' price tag: how can something so affordable not compromise

on quality?

The Status Quo

Bar-S hot dogs are too cheap to be true.

Our Strategy

Remind people of what's really true: Bar-S is affordable not because of its quality, but because millions of Americans keep choosing it.

In fact, for the last 20 years, Bar-S has been the hot dog they've chosen most.

Idea

Bar-S decided it was finally time to call the two-decade relationship what it is: LOVE.

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