Point Puts Decker in Starting Lineup

DALLAS The Point Group’s latest campaign for Decker has Texas’ Major League Baseball teams stepping up to home plate for a hot dog.

The Dallas shop’s “Sports Series” campaign coincides with the spring and summer baseball season. Partnering with teams like the Houston Astros and the Texas Rangers, the print ads will appear in the programs of every home game of those franchises. Stadium signage and radio advertising are also in the media mix.

One ad, “Home Plate,” features a loaded hot dog sitting pretty on a clean white plate. Copy states, “Savor the authentic flavor of a game dog in your own home.” With an Astros logo in the left corner of the ad, the text continues, “We’re the official hot dog of the Houston Astros, but did you know you can get Decker Dogs at your local supermarket?” The tagline: “For true Texas taste, it’s got to be Decker!”

Playing up Decker’s brand image, the “Sports Series” ads will run throughout the baseball season but be concentrated in the summer months, specifically from Memorial Day to Labor Day, said shop chief marketing officer Tom Bolger.

“This is the latest generation in our continuing campaign for Decker,” Bolger said. “Decker is a regional brand with a long Texas heritage and we want to show that.”

As the most popular food sold in ballparks, Decker hot dogs will be available in the stadiums where the ads are running, Bolger said. The Texas Rangers will be hosting a “Decker Dog Night” every week, where the hot dog will cost $1 each.

Future ads will use the same sports play on word concept for the San Antonio Spurs, Dallas Stars and San Antonio Rampage.

Decker, a client of The Point Group for the past three years, is a division of Plano, Texas-based ConAgra Foods and closely competes with Oscar Meyer.

Billings for the campaign are undisclosed. Decker spent less than $1 million on media last year, according to CMR.