• by Larissa Faw , March 31, 2017

Abeles-Heymann is launching its first advertising campaign for its all-beef kosher hot dog to coincide with the Passover season starting April 10.

The client has put a team of agencies on the project with We Are Miller as the creative agency, Consult Write as the media buying shop, and PR by Bender Group.

The creative's concept is designed to inform hot dog eaters of all faiths that this new product is "The World’s First Ever" by being uncured, low sodium, low fat, no added nitrates and nitrites.

The print and online ads debut in Jewish publications, including Joy Of Kosher Magazine, OU Passover Guide, Five Towns Jewish Times and The Jewish Link as well as across social media channels such as Facebook and Instagram. 

A sweepstakes inviting people to enter to win a Weber Grill through April 10 is promoted across social media, including Facebook ads.

The creative is supported with an overhaul of the company’s branding and packaging, the first upgrade since 1954.“Consumers were used to the existing logo so our challenge was to create a new look that was updated and different, yet still appeal to our loyal consumer," says Seth Leavitt, president, Abeles & Heymann.

Advertising will continue at other key times of year such as the summer grilling season, Jewish New Year, holiday season and the 2018 Super Bowl.