Be proud of your wiener

BRAND :Pogo
BRAND OWNER :ConAgra Foods
CATEGORY :Food
REGION :Canada
DATE :Mar 2008 - Jul 2008

Pogo is a Canadian brand of corn dog – that is to say a frankfurter sausage on a stick, covered in batter. Pogos weren’t considered particularly cool by teenagers, so the challenge was to make a latent brand likeable among teen boys, and remind them to look in the freezer or ask their parents to buy some.

Pogo decided to incite the competitive nature of boys with a unique campaign idea: “Be proud of your wiener”. The somewhat puerile double-entendre clearly resonated with the target audience. Teens were challenged to hold their Pogo high for as long as they could and whoever held it up for the longest was crowned “The Proudest of their Wiener” in an event they named the Mega-Pogothon.

The campaign launched unbranded to create intrigue and excitement, with guerilla activity seeing the Pogo icon seeded in unusual places including on stickers on street signs, on t-shirts and in chalk art in high teen traffic areas. Pogo “sticker” poster pads were wild-posted in popular teen hangouts. The target engaged with the brand by peeling off the stickers and sticking them on everything around them Pogo also infiltrated the airwaves on popular teen programming, flashing the icon throughout after-school shows and planting teens in the audience holding his Pogo high.


The activity culminated with the Mega-Pogothon, held in an amusement park and aired on TV.
Some 63% of teens were aware of the campaign and sales increased by 10%, a market share increase of 29%.