• by Sarah Mahoney  @mahoney_sarah, July 7, 2023

From BBQs, ballparks, airports and street vendors, it's hard to argue against America's love affair with the kinda-deadly hot dog. (Seriously. A recent nutrition study from the University of Michigan found every red hot knocks about 36 minutes off a person's life.)

And in an era of high food inflation, the proletarian frankfurter seem to be getting some extra love these days. Sales soared 36% in 2020, as many people declared it the perfect quarantine food. And the National Hot Dog and Sausage Council says the adoration continues, with Americans spending $3 billion on hot dogs last year at retailers.

Oscar Mayer, the market leader, isn't afraid to bask in the spotlight. It launched its new "Council of Franks" campaign using TV and social media. The effort spoofs a fictional legislative hearing, with a bipartisan debate about the best ways to enjoy frankfurters.

The brand, owned by Kraft Heinz, even tossed in a side of music with a Spotify playlist called "100% Franks," honoring artists named Frank.

Johannes Leonardo is the agency.

The Heinz brand is also bringing new work to the table with a campaign targeting the cruelty of hot-dog eating contests. Competitors typically skip condiments on their wieners, often dunking them in tap water. And 94% of hot dog eaters think that's just wrong, according to the CPG giant's research.

So the social-first "Hot Dogs Are Not a Contest"campaign aims to rescue naked hot dogs from that dismal fate.

Hot dog heroes can upload photos of themselves eating well-dressed wieners for a chance to win $10,000 -- equal to the amount the winner of Nathan's Hot Dog Eating Contest.

That event is staged on July 4^th each year, and reigning champ Joey Chestnut won again, downing 62 dogs in 10 minutes.

Wieden + Kennedy New York created the campaign and arranged a protest banner to fly over Nathan's event.

This year's focus comes as Americans struggle with their relationship with meat, particularly processed-meat health bombs like hot dogs. Public health experts say they are linked to higher rates of colorectal cancer.

And while the infatuation with faux meats seems to be fading, many brands aren't giving up. Ikea just launched a new vegan hot dog in Europe, which fans hope will make its way to the U.S., in addition to its existing veggie dog options. (The retailer has vowed to make 50% of the foods it serves in its canteens plant-based and 80% at retail by 2025.)

Finally, there's the affordability factor. Hot dogs are a food of the people, and that's not nothing in a high-inflation environment.

Proof comes from a graphic artist's viral moment on TikTok. He's selling a T-shirt emblazoned with a Costco co-founder's famous quote, circa 2018, about its beloved $1.50 hot dog and drink combo: "If you raise the effing hot dog, I will kill you."

"Everything feels like it's getting more expensive all the time," the designer told CNBC. "It's refreshing to see a company standing up for its customers instead of trying to nickel and dime them at every turn."