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After nearly a century on the streets, the Wienermobile isn’t just a 27-foot multipurpose vehicle shaped like a hot dog anymore—it’s a legend. Yet even icons occasionally require a rebrand.
In a transformation by creative agency Johannes Leonardo, PR agency Zeno Group and Kraft-Heinz’s in-house marketing team The Kitchen, Oscar Mayer is introducing the newly christened Frankmobile. Coinciding with the brand’s shift away from wieners to all-beef franks, this is the Wienermobile’s first-ever name change.
Oscar Mayer’s brand platform “Keep it Oscar” reminds consumers not to take life too seriously, and it has often tapped into the Wienermobile’s fan base, offering everything from Lyft rides to wedding services through the vehicle.
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