Oscar Mayer Teams Up with Milk Bar to Launch Hot Dog Cake, Celebrating 90 Years of the Wienermobile
Oscar Mayer, celebrating the 90th anniversary of the Wienermobile, has collaborated with Milk Bar to launch a limited-edition Hot Dog Cake, available at stores in New York, Los Angeles, and Chicago from July 31 to August 2. During the event, fans turning 90 in July and August have the chance to receive a visit from the Wienermobile. The marketing campaign is managed by Zeno Group, focusing on earned media, while Kraft Heinz's internal marketing team, The Kitchen, leads social media and creator partnerships.
Quick Overview:
- Oscar Mayer, celebrating the 90th anniversary of its iconic Wienermobile, has partnered with dessert chain Milk Bar to launch a limited-edition birthday cake, as shared with Marketing Dive.
- The cake, named "Wiener Cake," will be available at Milk Bar locations in New York, Los Angeles, and Chicago from July 31 to August 2, while supplies last. Additionally, fans turning 90 during July and August can visita dedicated pagefor a chance to have the Wienermobile visit their celebration.
- This move is part of the Kraft Heinz brand's continued summer marketing push. The campaign, orchestrated by Zeno Group, focuses on earned media. Kraft Heinz's internal marketing team, The Kitchen, handles social media and creator partnerships.
Deep Dive:
The Wienermobile has been a core element of the Oscar Mayer brand for years, appearing at parades, weddings, and birthday parties. The partnership with Milk Bar both pays homage to the history of this hot dog-shaped vehicle and taps into the internet trend of "hot dog cakes." According to press materials, Google searches for "hot dog cake" have increased 150% year over year.
The "Wiener Cake" is a creative twist on Milk Bar's signature "Birthday Cake," incorporating hot dog elements. The cake is two-tiered, decorated with hot dogs on the outside, topped with "ketchup and mustard"-style sprinkles, and features a Wienermobile-shaped cake topper. Through this collaboration, both brands have the opportunity to boost brand awareness and leverage social media-driven trends to expand their reach.
"Our goal was to celebrate the Wienermobile's legacy in a fresh and culturally relevant way—turning an internet-born trend into an integrated campaign spanning social, experiential, and earned media," said Hannah Santangelo, group creative director at Zeno Group, in press materials.
The campaign follows the momentum of theWienie 500hot dog race held before Memorial Day. This cake-themed marketing is part of Kraft Heinz's overall transformation strategy. The company in Februarypaused plans to splitits grocery and condiment businesses. The consumer goods giant increased marketing spending by37% year over yearin the first quarter and plans to continue increasing investment throughout the year.
In May, Kraft Heinz launched itslargest-ever brand portfolio marketing campaignto kick off the America250 celebration. The campaign includes the Oscar Mayer brand and is closely tied to Memorial Day and summer grilling. Strategic partnerships have been a key part of its transformation strategy. The company recently announced along-term strategic marketing collaboration with The Walt Disney Companycovering foodservice, media, and events. Additionally, this year Kraft Heinz became the NFL's first global condiment partner as part of itsfive-year partnership with the NFLplan.