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Wienerschnitzel in aggressive promo for jumbo chili dog
March 3, 2009
NEWPORT BEACH, Calif. — Wienerschnitzel has launched its Big Original Chili Dog, an 84-percent-larger version of its famous grilled Original Chili Dog.
The Big Original Chili Dog hit Wienerschnitzel's 353 stores in 12 states on March 1 for the limited-time introductory price of two for $3. The new product offers 84 percent more meat than the Original Chili Dog and is part of the chain's "Der-licious" campaign, celebrating the return of its once-famous "Der" and a commitment to premium meats and sausages, fresh ingredients, made-fresh-daily chili and select toppings.
Depending on demand, the Big Original Chili Dog could remain on the Wienerschnitzel menu as part of the company's long-term strategy to use aggressive new product introductions, marketing and a heightened emphasis on quality to expand its pioneering presence in the hot dog category. The product has been in development and testing for six months.
Advertising campaign
The Big Original Chili Dog is being supported by a launch campaign by DGWB Advertising of Santa Ana, Calif., with TV, radio, print and in-store advertising. Alluding to competitors that may choose not to follow Wienerschnitzel's lead in grilling its hot dogs, the 30-second TV spots conclude with the line, "You don't bring a microwaved wienie to a chili dog fight." Adigital media program features a Wienerschnitzel Facebook fan site.
Other product launches
Earlier this year, Wienerschnitzel launched its 1/3-pound Spicy Polish Sausage, a third-pound grilled sausage topped with deli mustard, grilled onions and peppers. Continuing its new-product momentum, the company will introduce its first-ever Angus Beef Dog later this year.
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