A Southern California institution has undergone a makeover.
Hot Dog on a Stick, a quick-serve hot dog chain best known for its brightly outfitted employees, enlisted ad and design agency Sagon-Phior Group to help revamp everything from its advertising and merchandising to its packaging and uniform redesign.
The Sherman Oaks, Calif., shop breaks the chain's first-ever ad campaign in the San Diego market this week. Outdoor and radio ads use a themeline with a double meaning: "Hot dog rules."
Each "rule" is presented by one of the chain's female "hot doggers" in their red, blue and yellow uniforms. For example, rule No. 35 is "Work less ... Play more," while rule No. 46 invites customers to "Play with your food."
"Our strategy was to capture the fun and exciting Hot Dog on a Stick attitude and carry it over to the ad campaign to result in increased brand awareness and store traffic," said agency president Glenn Sagon.
The privately owned company has expanded its number of franchised stores by one-third since its founder, Dave Barham, died seven years ago. The new management decided the time had come to rebrand.
"It dawned on us that our logo was old and tired and we'd used the same packaging designs for 30 years," said Fredrica Thode, vice president of corporate development and marketing for the Solano Beach, Calif.-based company. "We hired Sagon-Phior to help us find new ways of marketing ourselves."