Kayem Foods

The Hot Dogs of History

Brand Campaign

Experiential

Outdoor

Design

Agency: Colossus

Roles: Creative Direction and Art Direction

To celebrate America's 250th birthday with Kayem, we reimagined history through a tastier, meatier lens. With the platform of “There when it matters most”, we sought to retell American history, restoring the rightful place hot dogs held in shaping this great nation over the past 250 years.

We started by reimagining famous early American artwork via adding hot dogs into each classic moment. The modified paintings were hung in the Museum of Fine Art, Boston (yes, for real), while also traveling in a roving gallery across New England — making stops at the likes of Faneuil Hall, Fenway Park and even the New England Patriots training camp. We also created a limited edition line of colonial chic, hot dog forward merch called “The Declaration Dogs Collection” and distributed a 250-pack of hot dogs (you’ll never guess why.) We even told the story of Uncle Frank, the younger, forgotten brother of Uncle Sam who helped spread the good word of the hot dog. Why? Because it’s America. And hot dogs. So, you’re welcome.

Curating Real Artworks

In a unique brand collaboration to honor the nation’s 250th, we worked with the Museum of Fine Arts, Boston to select three historic artworks from their “Art of the Americas” collection to be featured in both the campaign and in the museum. We then added nine more paintings from other sources and collections to create a robust traveling exhibition of American artworks. Most importantly, hot dogs were added to each painting.

A very special thank you to the MFA for providing:

“The Passage of the Delaware. With hot dogs.” by Thomas Sully
“George Washington with hot dog.” by Gilbert Stuart
“Pat Lyon at the Forge. With them dogs.” by John Neagle

Curating Real Artworks

A very special thank you to the MFA for providing:

“The Passage of the Delaware. With hot dogs.” by Thomas Sully
“George Washington with hot dog.” by Gilbert Stuart
“Pat Lyon at the Forge. With them dogs.” by John Neagle

Social / Paid Media

The campaign was distributed across Kayem's owned channels along with paid social, CTV, OTT, YouTube and a strategic OOH buy across the New England area that included marquee placements in Fenway Park.

Social / Paid Media

The 250 Pack

As part of the fanfare, we released a limited edition 250-pack of hot dogs. The hulking package clocked in at nearly 30 inches long and offered “25 pounds of patriotic pork and beef,” perfect for backyard BBQs in a multi-unit apartment complex, distant family reunions or marching band gatherings.

The 250 Pack

Uncle Frank

Of course, the presence of Uncle Frank was felt heavily throughout the duration of this campaign. From social, to OOH, to activations and effigies; the patron saint of hot dogs was spotted far and wide in New England to help celebrate the big 250.

Uncle Frank

‹ Boston Symphony Orchestra

Stanley Cup ›

You have the right to remain silent. Anything you say can and will be used against you in a court of law. You have the right to an attorney. If you cannot afford an attorney, one will be provided for you. Do you understand the rights I have just read to you? With these rights in mind, do you wish to speak with us?