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Ball Park
Reinventing An Iconic Brand

RAN IN: United States

CLIENT
Ball Park

Sarah Hickey - Brand Insights Director
Dana Smyk - Brand Manager
Valerie Zanchettin - Sr. Brand Manager

AGENCY
Publicis Seattle *Lead Agency

Bob Moore - CCO
Chris Pollock - Creative Director
Nick Schuitemaker - Acct. Director
Jason Sullivan - SVP, Group Director
Mark Sweeney - Creative Director
Johnny Wardell - Acct. Executive
Steve Williams - Creative Director


Starcom MediaVest Group *Lead Agency


SUMMARY

Aiming to revive an iconic yet stagnant brand, Ball Park boldly went from selling hot dogs to families to selling guy food for guy time. Walking shoulder-to-shoulder with the shopper, aka guy's gal, the campaign dramatized the head scratching, yet somehow endearing, things men do during guy time. And rather than trying to understand them, just feed them the bold, juicy delicious food they love and be on your way. The campaign ignited chatter and engagement on social media, drove PR, successfully launched new products, helped reclaim the #1 hot dog brand position and propelled sales above all competitors to win the grilling season triple crown: Memorial Day, 4th of July & Labor Day weekend.

CASE STUDY

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CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV, Social Networking Sites/Applications, Print, PR, Sales Promotion, Guerrilla, Events, Packaging, Consumer Involvement,Branded content

Audience: New Audience, Men, Women, Mothers, Fathers

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English