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Oscar Mayer roasts wiener wins in new Oscars gender equality campaign


By Kendra Clark | Senior Reporter

March 23, 2022 | 4 min read

American meat production company Oscar Mayer is on a mission to break up the sausage fest in Hollywood with a playful new campaign — and a commitment to women filmmakers.

Oscar Mayer Wienermobile with palm trees in the background

The hotdog purveyor is combatting gender discrimination one wiener at a time / Oscar Mayer

Oscar Mayer has today unveiled a new tongue-in-cheek campaign designed to draw awareness of ongoing gender disparities in Hollywood.

The hotdog and deli meat peddler has cooked up a new campaign ahead of the Academy Awards on Sunday, March 27 to promote greater gender equality at the award show and in the entertainment industry more broadly. With strategically-placed digital out-of-home (DOOH) activations near the Dolby Theater, where the event will take place, Oscar Mayer is letting passersby know that directors with wieners are 46 times more likely to win an Oscar than women directors.

To further spread the message, the brand has of course enlisted its fleet of Wienermobiles — which have been in action since the 1930s. The recognizable vehicles will cruise around the Dolby Theater throughout the weekend, adorned with custom-made wraps that highlight the advantages enjoyed by men in Hollywood.

“As the expert on wieners, we felt the need to speak up in our quest towards a more inclusive world,” says Abby Allsop, Oscar Mayer’s senior brand manager of brand communications. “The truth is gender disparity is a longstanding issue – not just in Hollywood but in the world – and our hope is to provoke conversation to drive meaningful change.”

Oscar Mayer creative campaign with director's chair with a hotdog on it

The campaign builds on the packaged food brand’s recent rebrand, which in 2021 kicked off with the new positioning ‘Keep it Oscar,’ which, according to Allsop, puts “inclusivity and representation at its core.”

As part of the initiative, Oscar Mayer is making a new commitment to expand representation in its own marketing and messaging. The brand is committing to using directors who identify as women to spearhead at least half of its video content from here on out.

“There is a sad truth that still exists today: generally speaking, if you have a wiener, life can be a lot easier. We wanted to challenge this truth, and what better way to do so than to hijack a notoriously wiener-centric event — the Oscars — and do it in a ‘Keep It Oscar’ way,” says Julia Neumann, the chief creative officer at Johannes Leonardo, the New York-based creative agency that helped bring the new campaign to life. “[It's our] philosophy to help champion women this awards season by using levity for good and doing what Oscar Mayer does best — grill wieners."

The effort will also be activated across social channels, starting today.

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