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All the Wiener News All the Time

By Jenny Smith

 



When Maple Leaf changed the recipe of its beloved Larsen wiener, Atlantic Canadians revolted. Comments and videos poured onto a fan-created Facebook page, including a song that demanded the return of the Classic Taste wiener. When Larsen decided to listen to its customers and bring back the Classic Taste wiener, Target was charged with spreading the news.

 

What better way to let Atlantic Canadians know about the return of their beloved Classic Taste Larsen Wieners than with the launch of an all-wiener news network?

People in Atlantic Canada love their Classic Taste Larsen Wieners. So when Maple Leaf changed the recipe of the beloved Classic Taste recipe, it caused an uproar among its consumers. And when complaints began pouring in and sales declined, Maple Leaf knew there was only one thing to do – bring the Classic Taste back. They sought the help of Target Marketing, in Saint John’s, Newfoundland to announce its return and engage its loyal but angry clientele.
After lots of research and planning, Target believed loyal customers would appreciate a big announcement to celebrate the return of their beloved wiener. What better way than to create The Wiener News Network (WNN). The WNN was the perfect opportunity to tell consumers that Larsen had listened and was bringing the Classic Taste back in a fun and engaging way. 
To bring the Wiener News Network to life, Target sought to create an authentic news atmosphere, including the creation of an animated opening sequence and the use of a real CBC newsroom for the shoot. There was a extensive search for appropriate WNN anchors and there was also emphasis on finding the perfect news track/music for the opening and closing sequences. 
Yes, Atlantic Canadians are passionate about their wieners. So it was important to announce the Classic Taste comeback in an unexpected and memorable way. The creation of a fictional news network that reports on wieners 24/7 does exactly that. Not only do the client and Target have the opportunity to tell consumers Larsen has listened and is bringing the Classic Taste back, but they can have a bunch of fun with it. After all, it's wieners we're talking about here.
The WNN online videos were a part of an integrated campaign including radio, point-of-purchase, FSI, t-shirt and apron giveaways, and social media.  
— Jenny Smith, Creative Group Head at Target Marketing, in Saint John’s, Newfoundland (www.targetmarketing.ca)People in Atlantic Canada love their Classic Taste Larsen Wieners. So when Maple Leaf changed the recipe of the beloved Classic Taste recipe, it caused an uproar among its consumers. And when complaints began pouring in and sales declined, Maple Leaf knew there was only one thing to do – bring the Classic Taste back. They sought the help of Target Marketing, in Saint John’s, Newfoundland to announce its return and engage its loyal but angry clienteleAfter lots of research and planning, Target believed loyal customers would appreciate a big announcement to celebrate the return of their beloved wiener. What better way than to create The Wiener News Network (WNN). The WNN was the perfect opportunity to tell consumers that Larsen had listened and was bringing the Classic Taste back in a fun and engaging way.

 

People in Atlantic Canada love their Classic Taste Larsen Wieners. So when Maple Leaf changed their beloved Classic Taste recipe, it caused an uproar among its consumers. And when complaints began pouring in and sales declined, Maple Leaf knew there was only one thing to do – bring the Classic Taste back. They sought the help of Target Marketing, in St. John’s, Newfoundland, to announce its return and engage its loyal but angry clientele.

 

After lots of research and planning, Target believed loyal customers would appreciate a big announcement to celebrate the return of their beloved wiener. What better way than to create The Wiener News Network (WNN)? The WNN was the perfect opportunity to tell consumers that Larsen had listened and was bringing the Classic Taste back in a fun and engaging way.

 

To bring the Wiener News Network to life, Target sought to create an authentic news atmosphere, including the creation of an animated opening sequence and the use of a real CBC newsroom for the shoot. There was a extensive search for appropriate WNN anchors and there was also emphasis on finding the perfect news track/music for the opening and closing sequences. 


Yes, Atlantic Canadians are passionate about their wieners. So it was important to announce the Classic Taste comeback in an unexpected and memorable way. The creation of a fictional news network that reports on wieners 24/7 does exactly that. Not only do the client and Target have the opportunity to tell consumers Larsen has listened and is bringing the Classic Taste back, but they can have a bunch of fun with it. After all, it's wieners we're talking about here.


The WNN online videos were a part of an integrated campaign including radio, point-of-purchase, FSI, t-shirt and apron giveaways, and social media.  


— Jenny Smith is Creative Group Head at Target Marketing, in St. John’s, Newfoundland.


 

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