Ball Park brand has just released an open letter in Chicago on Saturday lobbying for freedom of choice when it comes to condiments on hot dogs.
Developed in just a week by agencies Ogilvy Chicago and Mindshare, the “100% United by Hot Dogs” campaign was kickstarted with a full-page ad in the Chicago Sun-Times.
“As a purveyor of quality hot dogs and a staunch believer in freedom of condiment choice, Ball Park has entered the chat with a multi-channel, agile hijack intended to celebrate topping hot dogs however consumers [want],” Ball Park said in an email to DesignRush.
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The campaign will include surveys and polls showing new data about Chicagoans’ hot-dog condiment preferences and will continue to be rolled out with out-of-home (OOH) and digital ads showcasing the results and the locals' views.
The brand’s ads will also be seen on cab toppers and urban panels at bus and train stations near Chicago’s Navy Pier.
Chicago’s Condiment Debate
Ball Park’s open letter comes weeks after Heinz installed ketchup-dispensing billboards outside restaurants in Chicago that ban the condiment on their hot dogs, further heating the debate about the city’s no-condiment tradition.
Chicago-style hot dogs are known for not having ketchup because the latter is said to overwhelm the taste of the former.
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“While we may not see eye to eye on the debate, we at Ball Park brand stand by the principle of freedom of expression in the world of hot dogs,” the open letter stated.
“So, dear Chicago, let us not be divided by condiment controversies but united in our love for the humble hot dog in all its glorious variations,” Ball Park concluded.
With big brands like Ball Park and Heinz challenging the city’s condiment clampdown, will local restaurants finally ease up on their strict ketchup ban on hot dogs?
