After decades of hearing consumers complain about having to purchase unequal amounts of hot dogs and hot dog buns, condiment company Heinz has finally decided it’s time for a change. With the kickoff of National Hot Dog Month, this week the company released a petition calling for hot dog lovers to make hot dog history.
About the pact
While it doesn’t actually produce hot dogs or buns, Heinz claims to “make hot dogs better” with its products, and wants to make the hot dog purchasing experience better too. According to the petition microsite, Heinz is asking wiener and bun companies to work together to sell equal amounts of each product, suggesting that both be sold in packs of 10.
When asked what prompted the company to come out with the petition, Daniel Gotlib, associate director of brand building and innovation for the Kraft Heinz Company, stated:
“We’ve seen our fans through social media express their outrage about the bun-to-hot-dog ratio issue for years, and we know there must be a better way. We believe that the time for change is now and we are hopeful… As the iconic condiment that has been making hot dogs complete for over 150 years, we saw an opportunity to champion this issue on behalf of hot dog lovers across North America and help show manufacturers why they need to put an end to unequal packs.”
Over 19,500 signatures have been garnered so far.
Marketing and making a difference
Let’s be real – is the Hot Dog Pact petition a self-serving marketing stunt? Absolutely. But would it also benefit a whole host of consumers? You bet your buns it would. Publicizing the pact will not only drive consumer engagement, but it could also catalyze real change in the marketplace.
We’re hopeful that George Banks’ revolt will no longer be in vain… and “superfluous buns” will finally be a thing of the past.