The meatiest race in motorsports is officially taking another lap. Oscar Mayer has announced that the Wienie 500 will return to the Indianapolis Motor Speedway on Friday, May 22, once again rolling in ahead of the Indianapolis 500 and serving as a playful, mustard-splashed kickoff to summer.
With Americans expected to consume roughly 72 million hot dogs over Memorial Day Weekend, the brand is doubling down on the idea that there’s no wrong place to enjoy a wiener, even on a legendary racetrack.
Last year’s debut proved the concept had legs. The inaugural Wienie 500 helped sell nearly half a million additional hot dogs, drew more than 85,000 fans to IMS, and pulled in another 8 million viewers via livestream. For year two, Oscar Mayer is raising the stakes with a nationwide live broadcast and expanded fan participation.
All six Wienermobiles will return to compete for the coveted “Top Dog” title, each representing a different regional hot dog style. Defending champion Slaw Dog from the Southeast is back on the grid, joined by Chi Dog from the Midwest, New York Dog from the East, Chili Dog from the South, and Seattle Dog from the Northwest. The Sonoran Dog, however, has been relegated after last year’s performance didn’t quite cut the mustard.
That opens the door for a wildcard. Fans can now vote via @Wienermobile on Instagram in the first-ever “Pick Your Dog” bracket, choosing from seven new regional contenders or giving the Sonoran Dog one last shot at redemption. Watch the teaser below:
“The response to the first Wienie 500 was beyond anything we expected,” said Kelsey Rice, brand communications director at Oscar Mayer. “This year we’re making it bigger, bolder, and more interactive, with intensified rivalries and surprises that put fans at the center of the experience.”
Returning traditions include custom Wienermobile wraps, Hotdogger racing suits, the unmistakable “Wiener Song,” and a post-race celebration at the “wiener’s circle,” complete with mustard spray and the Borg-Wiener trophy.
Developed in partnership with Johannes Leonardo and The Kitchen, the second annual Wienie 500 is equal parts spectacle, brand theater, and pure joy, a reminder that summer officially starts when the Wienermobiles hit the track.
CREDITS:
BRAND – Kraft Heinz
- Chief Marketing Officer: Todd Kaplan
- Vice President: Jennifer Dahlgren
- Communications Director: Kelsey Rice
- Brand Manager: Anna James
- Media Manager: Julia Tsang
- PR: Jenna Thornton
- PR: Kate Mitchell
AGENCY – Johannes Leonardo
- Founder: Jan Jacobs
- Executive Creative Director: Lex Beltrone
- Creative Director: Zack Roif
- Creative Director: Grace Martin
- Copywriter: Stephen McDaniel
- Art Director: Caroline Chase
- Art Director: Martha Gill
- Design Director: Justin Walsh
- Designer: Molly Dauphin
- Designer: Manmeet Sodhi
- Head of Communications: Jonathan Daly
- Strategy Director: Anthony Perez
- Strategy Director: Jim Rech
- Strategist: Cameren Moncrieffe
- Group Account Director: Jack Beck
- Account Director: Heidi Brown
- Account Supervisor: Allie Graham
- Account Manager: Shenea Walker
- Executive Producer: Ken Kitch
- Producer: Jannisha Francis
AGENCY – The Kitchen North America
- Head of Agency: Tom Evans
- Executive Creative Director: Simon Au
- Creative Director: Ananta Prayitno
- Copywriter: Will Russell
- Head of Accounts: Karin Carlise
- Head of Strategy: Kathleen Bokar
- Strategy Director: Emily Raveret
- Strategist: Miriam Gavin
- Head of Production: Julie Benevides
- Social Manager: Rachel Miller
- Group Account Director: Sara Bank
- Account Director: Danielle Sikora
- Account Manager: Elana Cattledge
MEDIA – Carat US
- Media Director: Regina Gil
- Vice President: Mariya Ruseva
- Planning Director: Francesca Garippa
- Planning Director: Emily Miller
- Planning Director: Megan Stewart
- Planning Director: Indri Saskiaputri
- Planning Director: Claire MacDonald
- Media Team: Jackie Hinke
- Media Team: Dylan Romer
- Media Team: Katherine Lynch
- Media Team: Lauren Johnson
- Media Team: Chelsea Davis
- Media Team: Shannon Kearns
- Media Team: Grace Mines
- Social: Rebecca Lenodi
- Social Manager: Kate Adams
- Social Manager: Angela Chiu
- Social: Simone Marshall
- Social: Xavier Nou
PR – Zeno Group
- PR: Missy Maher
- Vice President: Jamie Dammrich
- Vice President: Bri Shanley
- Account Supervisor: Bethany Roth
- Account Supervisor: Veronica Smith
- Account Supervisor: Morgan Miller
- Account Executive: Kara McKiernan
- Account Executive: Anna Hietpas
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