Oscar Mayer Brand Strategy Marketing

Oscar Mayer’s Wienermobile renamed ‘Frankmobile’ after nearly 100 years


By Audrey Kemp, LA Reporter

May 17, 2023 | 3 min read

The Frankmobile’s transformation comes timed with Oscar Mayer’s revamped 100% Beef Franks, launching this summer.


The 'Frankmobile,' previously known as the Wienermobile / Credit: Oscar Mayer

Let’s be frank: Oscar Mayer’s iconic Wienermobile is undergoing some dramatic changes.

Indeed, the meat brand announced today that its 27-foot-long, street-legal marketing tool has been renamed for the first time in its nearly 100-year history to ‘Frankmobile.’ It also sports saucy new “please do not lick” decals, rebranded Frank Whistles (formerly Wiener Whistles) and its Hotdoggers behind the wheel are now “Frankfurters.”

The news comes ahead of a major product revamp. Oscar Mayer's new All Beef Franks – which purport to pack more flavor – will hit grocery retailers across the US next month.

“The Frankmobile’s debut comes on the heels of nearly 100 years’ worth of smiles and memories sparked by our beloved Wienermobile and inspired by our signature, craveable Oscar Mayer Wieners,” says Stephanie Vance, associate brand manager at Oscar Mayer.

”As we usher in a new recipe for Oscar Mayer 100% Beef Franks this summer – touting a more delicious, balanced flavor profile with the iconic beef taste fans love – it only felt fitting to also usher in a new era for the 27-foot-long hot dog on wheels. From the Frankmobile’s deliciously comical exterior decals to rebranded Frank Whistles and Frankfurters behind the wheel, we carefully crafted the vehicle’s new identity to drive awareness and excitement for the new recipe in a wonderfully odd way that is iconically Oscar Mayer.”

Consumers curious to try the new All Beef Franks can track down the Frankmobile’s upcoming stops at oscarmayer.com/frankmobile for an IRL ‘meat-up’ and the chance to win free hot dogs.

The undertaking is supported by creative agency Johannes Leonardo, PR agency Zeno Group and social team The Kitchen. Starting next month, Oscar Mayer will debut ‘Council of Franks,’ a new creative campaign that will tap a fictional local government council with all members named ‘Frank’ to declare Oscar Mayer’s 100% Beef Franks 100% delicious. It will run across TV, streaming, online and social media.

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