Third place plans book at the district competition for NSAC.

1. AGENCY 603

2. 3
4
5
6
8
7
9
16
17
18
19
Objectives and Methods
Market Insights
Product Insights
Consumer Insights
Target Audience
Creative Strategy
Media Strategy
Creative Executions
Media Schedule
Campaign Summary
Conclusion
EXECUTIVE SUMMARY INDEX
You can see it now — a hot dog dripping with ketchup and mustard. The
steam, lifting from chili in gentle waves, enters your nose in a delicious
aroma that makes your mouth crave a bite.
In reality, kale lies on table before you. Limp and burnt on the edges,
desperate for even a pinch of salt. While your friends are posting their
own healthy plates on Instagram, you cringe as you take your first bite
into the kale salad.
In an ideal world, you wouldn’t be eating that kale salad, you would be
confidently posting about and indulging in that delicious hot dog you lust
after.
Our campaign contrasts simmering uneasiness in healthy food
trends to the flavorful choice of Wienerschnitzel’s hot dogs. Research
demonstrates that Wienerschnitzel’s target audience think healthy
food fads are pretentious. Our target grown tired of healthy standards
pushed on them, and have an unfulfilled desire to eat foods that taste
good.
Our strategy calls out healthy food trends for what they are: pretentious
and tasteless. Wienerschnitzel will empower consumers to
unapologetically indulge in their cravings. Our campaign will position
the hot dog at the forefront of a flavor revolution, fulfilling the target
audience’s hunger for delicious food.
20 References

3. In order to elevate primary demand for the hot dog, the public perception of the hot dog must be improved.
Our integrated advertising campaign will double the positive sentiment for hot dogs, ensuring that at least 56%
of all mentions of the term “hot dog” are favorable. It will also establish Wienerschnitzel as the top-of-mind
restaurant for hot dogs among our target audience.
OBJECTIVE
is Wienerschnitzel’s average
unit volumes, which is lower
than the QSR industry
average of $880,000. 3
of social media mentions
including the term “hot dog” are
negative or neutral. 19% of these
said disgust. 2
77%
80% $800,000
OBJECTIVES & METHODS
38%
of our target audience see
Wienerschnitzel’s brand
momentum as “holding its
position” or “on the
way down.” 5
of hot dogs are sold between
Memorial Day and Labor Day.
While demand is stable during
these months because of
outdoor grilling season, the
hot dog is not established as a
year-round food. 4
LETTUCE BEGIN
MARKET
CHALLENGES
BRAND
CHALLENGES
METHODS
SURVEY
RESPONDENTS
SOCIAL MEDIA
POSTS ANALYZED
DREAMS ABOUT
WIENERSCHNITZEL
HOURS OF SECONDARY
RESEARCH
EYE-TRACKING
SUBJECTS
ONE-ON-ONE
INTERVIEWS
FOCUS GROUP
PARTICIPANTS
DATA POINTS
2,835 12
221,947
248K 9
24 5,384
“Wienerschnitzel, the world’s largest hot dog chain, wants to change the perception of a hot dog.” 1 To make this a reality, Agency 603 conducted
extensive research to uncover opportunities that could benefit both Wienerschnitzel and the hot dog industry. Our secondary research on the
category employed both traditional and cutting-edge methods. Primary research techniques included surveys, focus groups, heat-mapping
techniques, big-data monitoring tools, and innovative biometric technologies.
3

4. 4
MARKET INSIGHTS
WHAT’S UP DOG?
There’s no getting around the fact that a fast food hot dog is not the healthiest food choice on the market. However, the fast food industry is far from
defeated: it is thriving. Here is what we discovered about the market that will help Wienerschnitzel reclaim a positive public perception of the hot dog.
is the projected growth of IBISWorld’s healthy eating index from 2018 to 2023.
This index represents the percentage of the Dietary Guidelines for Americans
that the average consumer is suggested to follow. 6
is the projected annualized rate of growth of the fast food industry’s revenue
to 2023. 9
of surveyed consumers relate hot dogs to specific events in American culture,
including summer barbeques, family gatherings and baseball games. 7
is the increase in mentions of the hot dog on social media in June and July
compared to other months of the year. 10
FAST FOOD HOT DOG
The fast food industry is still performing well in the seemingly popular healthy foodscape. Additionally, the hot dog industry must change
the hot dog’s reputation as a “time and place” food through strategic media scheduling.
0.2%
3.8%
90%
360%
Hot dogs are a “time and place” food. For Wienerschnitzel to
revive a positive perception of the hot dog, messaging should
reinforce consumers’ cravings for hot dogs when they are
expecting it and suggest its consumption when they are not.
Healthy eating in America is on the rise. However, fast food
sales are increasing at a quicker rate.
“I know they’re unhealthy, but I feel like it’s a part of American culture.
You can’t go to a baseball game and not eat a hot dog. You can’t
have a cook-out without hamburgers and hot dogs.” – Janie, 28 8

5. BRAND INSIGHTS
WHY IT'S THE SCHNITZ
Understanding Wienerschnitzel’s strengths and weaknesses is essential to finding a message that will elevate the public’s perception of the hot dog.
We found that, when it comes to messaging and media use, Wienerschnitzel has tremendous upside potential.
Wienerschnitzel, who prides itself with being the “world’s largest hot dog chain,”
is not positioning itself as a hot dog powerhouse. Wienerschnitzel’s messaging is
inconsistent with what the target audience perceives and what the brand desires
the target to perceive.
Wienerschnitzel is using the vast majority of
their advertising dollars on a medium that their
target isn’t paying attention to.
of Wienerschnitzel’s advertising dollars are directed toward promoting their hot dogs. 11
of mentions of Wienerschnitzel on social media are negative or neutral. 27% of
these are said in disgus which we aim to change. 13
of Wienerschnitzel’s media budget was spent on spot
television in 2017. 12
Consumers who have eaten Wienerschnitzel in the last 6
months are 103% more likely to agree that they are usually
involved in other activities while watching television. 14
REPUTATION MEDIA
15.4%
93%
96.7%
203
Wienerschnitzel must “own” the hot dog by dedicating its messaging to a consistent promotion of the food. Wienerschnitzel must also
place its messaging on media vehicles that provide use to the target audiences’ crave for experience.
84.6
Only 15.4% Wienerschnitzel’s
advertising goes into hot
dogs. That leaves 84.6%
of their budget. This could
explain why their brand
recognition is low, and by
focusing on their key product,
they can increase awareness
of the brand.
84.615.4
5
96.7on spot TV
3.3on other
media
vehicles
INDEX

6. CONSUMER INSIGHTS
UNCOVERING THE CHALLENGE
Wienerschnitzel wants consumers to feel comfortable consuming hot dogs. Consumers shouldn’t have to
feel guilty for partaking in their tasty indulgences.
Our research reveals that Trendmakers and Connectors are put off by food
trends and the sub-culture that swears by them. In a health-centered society,
these consumers often feel ashamed about indulging in foods that taste good.
For them, there is an internal battle against flavorful foods.
of survey respondents agree that the biggest problem with
healthy foods is that they taste bad. 15
of Trendmakers think that food trends are pretentious. 16
of survey respondents feel pressured to eat healthy in modern society. 17
HEALTHY FOOD TAKING ON FOOD TRENDS
51% 70%
40%
To build "brand love" for the hot dog, Wienerschnitzel must address consumers’ complicated perception of hot dogs.
Word map of foods people find “pretentious.”
6
THE HOT DOG EXPERIENCE
The majority of people in our target audience have had
positive eating experiences with hot dogs.

7. TARGET AUDIENCE
OUR FOODIES COME IN TWO FLAVORS
This campaign speaks to the frustrated foodie. They have an emotional connection with food, and they’re not afraid of carbs or calories. Instead,
they are afraid of external judgment. These consumers feel pressured to eat healthfully. It’s time to liberate the frustrated foodie.
Convincing Trendmakers to embrace their cravings and post their flavorful adventures will inspire
their following, including Connectors, to indulge in Wienerschnitzel hot dogs.
Connectors like to indulge, and
they tend to follow influencers
including out Trendmaker
audience.
Trendmakers are young people with limited incomes so they are
eager to budget. Wienerschnitzel fulfills this value proposition by
offering good deals.
73%considers Wienerschnitzel “good value for the money.” 18
Trendmakers prioritize experiences. They’re on a quest for
gastronomical experiences and social adventures with
like-minded souls.
79%will go to a place specifically for a specialty item. 20
43%consider themselves passionate
about food. Connectors are very
in tune with food culture, which is
largely driven by trendmakers. 19
TRENDMAKERS
CONNECTORS
Kyle is 27, has a long term girlfriend, and lives in Dana Point, CA.
He has a large social media following, and always lets the camera eat first.
When Kyle recommends a restaurant, his friends and followers know it is
a spot they need to check out. He never questions calories because he
believes food should not be counted, simply enjoyed.
He is a fast food fan; he needs his food to be made quickly in order to enjoy
the many other plans he has made. He is a frugal spender and makes sure he
stays within his budget while having fun.
Gwen is 49, married with two kids, living in
Scottsdale, AZ.
While she is an avid recipe sharer on Facebook,
she’s not very good at cooking. Instead, she relies
on fast food options that are filling, flavorful, and
enjoyable for the whole family.
She is not overly concerned about her health,
but runs around her subdivision occasionally for
exercise.
7

8. CREATIVE STRATEGY
FLAVOR > FAD
THE HOTTEST STYLE
COLORS
FLAVOR, NOT FAD.
To empower food lovers to unapologetically indulge in their cravings.
OUR STRATEGY
LOGO
HASHTAGTAGLINE
#FASTFOODIES
Wienerschnitzel will convince Trendmakers that hot dogs will satisfy the cravings phony food trends cannot touch. Using the tagline
“Flavor, Not Fad”, messaging will expose modern food trends for being expensive, pretentious, and tasteless in a playful manner.
8
Nothing satisfies a craving like a Wienerschnitzel hot dog.
We will attack ephemeral food trends and promote the timeless, delicious hot dog in a humorous tone.
BRAND PROMISE

9. SOCIAL MEDIA
Our Trendmaker audience prefers Spotify as their music streaming service.
Agency 603 created a hip-hop inspired radio advertisement to seamlessly play
in between their Spotify music. The rap continues the humorous spirit of our
“Flavor, Not Fad” campaign, and captures the attention of our target audience.
To further utilize this important vehicle, we will be using banner ads with similar
copy. This creates a complete audiovisual experience to successfully relay
messaging to our target audience.
293
Trendmakers are 193% more
likely than the national
average to stream music on
Spotify. 21
lift yielded by Spotify in
recall regarding audio
ads. 22
INDEX
#FASTFOODIE
24%
#Fastfoodie embodies the idea behind
our campaign: Wienerschnitzel’s
hot dogs are worthy of replacing
pretentious trends in the Trendmaker
diet. Wienerschnitzel accounts on
Instagram, Twitter and Facebook will use
#FastFoodie to post campaign collateral.
Trendmakers and Connectors are likely
to pay attention to and share these
posts, being that #FastFoodie is a pre-
existing and popular hashtag.
9

10. INFLUENCERS
Trendmakers are significantly more likely than the national average to engage with users who post new experiences on Instagram and YouTube
according to Simmons. To build engagement with Wienerschnitzel’s “Flavor, Not Fad” campaign, Agency 603 used online influencers to relate to the
target audience and elevate their perception of the hot dog.
Meet Chachi Gonzales (@ChaciGonzales), a social
media influencer with over 3 million followers
across Instagram and YouTube. Like Trendmakers,
Chachi enjoys experiencing new things, sharing
her adventures online, and most importantly,
eating flavorful food.
Whether it’s getting lost in a Finnish forest or
filming a muckbang, you can always catch Chachi
being bold, having fun, and staying ahead of
trends.
CHACHI GONZALES:
THE COMPLETE TRENDMAKER
228
Trendmakers are more 128% more
likely than the national average to use
Instagram weekly. 23
As aforementioned, partnering with social media influencers will effectively connect with our target audience.
We expanded on this idea by creating GIPHY images to be used as stickers on Instagram stories. These GIPHY
stickers will be available for public use and promoted by selected influencers. With the addition of these stickers the
Wienerschnitzel brand will gain a youthful edge to connect with and influence Trendmakers.
10
Influencers like Chachi will incorporate Wienerschnitzel products, merchandise, GIFs and stickers into their feed to facilitate a positive
conversation about the hot dog and increase engagement with the brand. Other suggested influencers include @foodwithmichel, @
missfoodieproblems, and @thejoshleyva.
INDEX

11. The popular navigation app
Waze features ad formats
designed to motivate the
consumer to give into their
cravings while on the road.
Zero-speed takeovers are
mobile billboards that lead to a
direct call to action. When the
driver’s car comes to a stop,
the banner ad appears at the
top of the user’s screen.
When the user clicks on the
banner, Wienerschnitzel will
be added to their route. This
allows users to navigate to the
nearest location with a push of
a button.
WAZE - OUTDOOR 2.0BILLBOARD - OUTDOOR
OUT-OF-HOME
The fast food industry is intertwined with
domestic travel industry. During yearly
peaks of high road travel, fast food sales
expectedly increase. 24 In a roadside
landscape saturated with fast food
messaging, Wienerschnitzel must employ
both traditional signage and digital
methods to complement Trendmaker's
and Connector’s travel experiences.
Our campaign uses digital billboards to
reach consumers when they long for a
tasty meal amidst the stresses of travel.
Each billboard drives home our strategy
and reminds travelers that there is more
to roadside restaurants than just burgers.
Branded pins are akin to a store sign, reminding users that Wienerschnitzel is
on or near their route. This places the brand in consumer’s minds while they
are driving and will sway drivers to choose Wienerschnitzel over other options
while they are most likely to make an impulsive purchase.
11
3619 W Olympic Blvd

12. Wienerschnitzel will advertise on shows and movies popular among to the
Trendmaker audience using Hulu.
Agency 603 created short 6-second spots to play on
YouTube influencer videos. The inability to skip these
videos ensure the attention of our audience. These
quirky advertisements work to build a positive brand
image and increase brand recognition.
HULU YOUTUBE
262
Trendmakers are 175% more
likely than the national
average to have accessed
online video content in the
last 30 days. 26
Trendmakers are 53%
more likely to have used
YouTube 16 times or more
within the last 30 days. 27
275 153
This 30-second spot will also be aired on Cable TV Networks
including HGTV and Food Network. These networks brought
in 1.35 million viewers in February 2019 alone, and are very
popular amongst Trendmakers. 28
ONLINE STREAMING AND TV
CABLEThis 30-second spot details the experience of a former food trend
follower. The Trendmaker expresses how she was saved by a dog,
assumed to be her wiener dog. A viewer is surprised to find out her
food trend savior is a Wienerschnitzel hot dog. This comedic spot will
increase positive sentiment of the Wienerschnitzel brand and provoke
conversation among viewers.
12
INDEX INDEX INDEX
Trendmakers are 162% more likely than the national average to stream. 25

13. SEARCH AND DISPLAY
SEARCH RETARGETING INTEREST SEGMENTATION
GEOFENCING
3.3%
is the search CTR. 32
3,045,8864,203,399
is the number of search retargeting clicks. 30 is number of interest segmentation clicks. 31
Display advertising is an effective way to raise awareness allowing Wienerschnitzel to reach large numbers of Trendmakers at a low cost. 29
Additionally, we will use programmatic ad buying techniques to reach ultra-specific groups within our target most likely to resonate with the
Agency 603 will monitor Trendmakers and Connectors entering geofencing zones labeled “Healthy Restaurant” and “Popular fast food restaurant”,
determined by Yelp. These individuals will receive display banner ads via mobile websites and apps within the Google Display Network. Geofencing
will be conducted using Simplifi, a local programmatic ad platform.
Display banner ads on Facebook Audience Network partner sites with
Trendmakers showing interest in three categories: popular fast food options,
Wienerschnitzel interactions in the past 90 days, and interest in healthy food
Display banner ads will be shown on sites within Google Display
Network to Trendmakers that recently conducted Google
searches for topics related to adding taste to their diet.
13
tasty healthy food
Search engine marketing allows us to target Trendmakers
that are actively dissatisfied with healthy food trends. Our
paid search strategy resonates with the frustrated foodie
that isn’t able to satiate their craving for tasty food with
food trends.
Our strategy will utilize Google Ads Search to intercept
the Trendmakers that are actively searching for topics
related to adding taste to their diet, such as “tasty healthy
options”, “healthy recipes best tasting” or “best healthy
restaurants near me.”

14. f ^
j l
^ o
i ^
t f
ACTIVATION
FOOD TRUCK
FLAVOR, NOT FAD.
Food trucks are popular in urban areas due to their product affordability and variety. 33 Our frustrated foodies will
appreciate quick access to Wienerschnitzel products and experience a comedic skit during the interaction that
ties into our “Flavor, Not Fad” campaign.
Within these markets, the truck
will set up shop in public places
with high foot traffic, such as
the corners of First Ave. and
Washington St. (Phoenix),
Central Ave. and Americana
Way (Los Angeles), and 4th St.
and Market St. (San Francisco).
This would help the company gain new consumers and would also give
them more exposure due to the possible new stories that would arise from
the novelty of the food truck.
14
The new-and-improved Wiener Wagon will
travel to six of the top DMAs where there
is a strong Wienerschnitzel presence and a
Trendmaker population of over 22%. 34
DMAs
Because Wienerschnitzel is a fast food restaurant, there is no
point-of-purchase options for the brand to use in stores, but our
agency figured that this would be the closest thing to point-of-
purchase. Those who have the option to visit the food truck would get
to experience both what the brand is and what the food tastes like.
This will give Wienerschnitzel a potentially infinite number of
impressions, exposure due to the possible new stories that would
arise from the novelty of the food truck.
STEP 1
STEP 2
STEP 3
STEP 4
Drive the Wiener Wagon to select
locations around the Southwest.
Confuse customers by telling them
we ran out of hot dogs and are
offering kale instead.
Tell customers that we are kidding
and offer one of our delicious hot
dogs.
Encourage customers to post the
experience on social media using
GIFs and
?

15. PARTNERSHIP WITH THE NHDSC
37.6%
190INDEX
In a combined effort with the National Hot Dog and Sausage Council (NHDSC), our campaign will raise awareness and improve the national
perception of hot dogs by creating a non-branded “skin” for Fortnite Battle Royale. Users will have the option to play as and among hot dog
characters for free. This will increase top-of-mind awareness for hot dogs as a food category within our target audience.
FORTNITE CHARACTER
“Gamers” are defined as individuals who play at least three hours of video
games per week.
of Americans between 25-34 years
old are gamers. 35
Fortnite provides us with the ideal platform to access Trendmakers in-home, daily
and at a high rate.
Trendmakers are 190% more likely than the
national average to game on a console. 36
15
According to Statista, 85.2% of Fortnite players are between the age of 18-34. 37
This makes the popular multi-console game an ideal vehicle to use to target our
Trendmaker audience. This also allows us to partner with the NHDSC and create
a skin based on one of their characters called the "Wiener Warrior" to promote
both the hot dog and the NHDSC.
The Wiener Warrior

16. THE SECRET SAUCE
MEDIA STRATEGY
TOP DMAs
CITIES
Digital Signage and Social Media will run in DMAs that have a strong
Wienerschnitzel presence and a Trendmaker population of over 22%. 40
IMPRESSIONS
TELEVISION
FOOD TRUCK
PAY-PER-CLICK
TOTAL IMPRESSIONS: 8.6 BILLION
77% of Trendmakers agree that they use media as a complement to the experiences they crave.38
They like to travel the
unbeaten path, share new experiences and influence the Connector audience along the way. 39
Our media strategy employs
vehicles that they use frequently in order to seamlessly integrate campaign messaging into these experiences, thus boosting a
positive perception of the hot dog. With the implementation of our media plan, Trendmakers and Connectors will perceive hot
dogs as a year-round food option, with taste superseding health in their personal food hierarchy.
OUTDOOR
Phoenix - Fresno - Sacramento - Oakland - Los
Angeles - Santa Barbara - Santa Maria - San Luis
Obispo - San Diego - Albuquerque - Salt Lake City
16
VIDEO
190M
213M
RADIO
76MFORTNITE/PR
136M
366MSOCIAL
471M
INFLUENCERS
5.2B DISPLAY
1.2B 663M
51M

17. THE RECIPE FOR OUR SUCCESS
MEDIA SCHEDULE
Our media plan strategically
allocates the $25MM budget
to maximize impressions from
vehicles that Trendmakers
and Connectors instinctively
integrate into their daily lives. All
media decisions are backed by
extensive secondary research
from Simmons, SRDS, University
Reporter, Mintel and so on.
The media schedule kicks off
on May 27, 2019, which is the
beginning of both the travel and
hot dog seasons. 41
After spending heavily in months
of high hot dog consumption
on media that compliment both
audiences’ summer activities
and travel plans, the schedule
will continuously reinforce
messaging through vehicles that
Trendmakers consume
year-round. Finally, spending
on digital signage, radio, cable
television, and experiential
messaging will be reintroduced
during the Holiday season in
order to bring the hot dog back
to consumers’ minds during
months when the hot dog often
goes forgotten. 42
17

18. THE CHILI ON TOP
CAMPAIGN SUMMARY
Our team will employ advanced concept-testing and projective-forecasting techniques throughout the campaign to enhance the consumer’s
experience within the flavor revolution. Digital monitoring tools such as IBM-Watson and Crimson Hexagon will track our campaign’s effectiveness to
maximize month-to-month efficienciency and return of investment. At the end of this campaign Agency 603 will go beyond reclaiming a positive public
perception of the hot dog.
To measure the effectiveness of our “Flavor, Not Fad” campaign, Agency 603 used biometric
eye tracking technology to capture the sensual experiences that occur while viewing campaign
collateral. All 12 study participants were quick to notice Wienerschnitzel’s bright logo and hot
dog products. These tests prove Trendmakers will have strong brand recognition upon viewing
creative work for the Wienerschnitzel brand.
CAMPAIGN PERFORMANCE METRICS
1. The “Flavor, Not
Fad” campaign will
double positive
sentiment of the term
“hot dog” on social
media to 56%.
Social listening through
Watson’s ability to analyze
media text tone and
personality in order to gauge
consumer sentiment for the
product.
Utilize campaign drivers
through Watson to
take insights and make
connections between
consumer preferences and
purchase decisions following
being exposed to the
campaign.
2. Our campaign
will place
Wienerschnitzel at
the top-of-mind for
Trendmakers and
Connectors.
2. The “Flavor, Not
Fad” campaign
will propel
Wienerschnitzel’s
average per-unit
volume beyond the
QSR industry average
of $880,000.
2. Our campaign
will increase hot
dog industry
sales by 5% over
the next 2 years.
Statista and U.S. Census
data will be utilized to
compare future hot
dog sales to those of
previous years.
Sales data will be recorded
from each Wienerschnitzel
location over the next two
years.
18

19. THIS CAMPAIGN CHANGES PUBLIC
PERCEPTION OF THE HOT DOG
The “Flavor, Not Fad” campaign entices consumers to swap out complex, flavorless food
trends for traditional, delicious hot dogs. Strategic advertising positions the hot dog as
the perfect choice for consumers whether they are craving a snack or a full meal, and
brings the hot dog back into the minds of both Trendmakers and Consumers when they
are considering fulfilling these cravings.
THIS CAMPAIGN INCREASES CONSUMERS’
AWARENESS OF THE WIENERSCHNITZEL BRAND
Wienerschnitzel is set apart from other fast food brands by being positioned as the choice “fast” food option
for consumers. It identifies the hot dog as the product to be presented first in minds as opposed to other
options. The campaign shifts opinions of the brand away from the negative ideas of hot dogs. It instead allows
the consumers to consider Wienerschnitzel hot dogs as a craving that no other product or brand can satisfy.
19
FLAVOR, NOT FADTHE
ANTICIPATED CAMPAIGN OUTCOMES
231.6%$2.0412.3 MM $57.9 MM
RETURN ON
INVESTMENT:
GAIN IN
WIENERSCHNITZEL
CUSTOMERS:
ACQUISITION
COST:
PER CUSTOMER
INCREASE IN
WIENERSCHNITZEL
SALES:
CAMPAIGN

20. REFERENCES
IN THE FUTURE
Looking forward to 2020, by the end of the “Flavor, Not Fad” campaign, Wienerschnitzel will have
revolutionized the hotdog becoming a leading competitor among fast food brands. Wienerschnitzel capitalized
on satisfying cravings of people who are tired of tasteless food trends, surpassing the competitors as the
leading hot dog company nationwide.
Looking forward to 2020, by the end of the Flavor, Not Fad campaign, Wienerschnitzel will have revolutionized the hot dog and will
have become a leading competitor among fast food brands. Wienerschnitzel will capitalize on satisfying cravings of people who
are tired of tasteless food trends and will surpass the competitors as the leading hot dog company nationwide.
20
1. NSAC Wienerschnitzel Case Study [PDF]. (2019). AAF.
2. Crimson Hexagon. (2019). Retrieved from https://crimsonhexagon.com
3. Hyland, R. (2018, October). IBISWorld Industry Report 72221a: Fast Food Restaurants in
the US. Retrieved from IBISWorld.
4. Consumption Stats. (n.d.). Retrieved from https://www.hot-dog.org/media/consumption-
stats
5. NSAC Trendmakers [PDF]. (2019). AAF.
6. Hyland, R. (2018, October). IBISWorld Industry Report 72221a: Fast Food Restaurants in
the US. Retrieved from IBISWorld.
7. Team 603. (2018-2019). Qualtrics survey. [online] [Accessed Oct. 2018], from https://
qualtrics.com
8. Team 603 Interviews [Personal Interview]. (2019, January 20).
9. Hyland, R. (2018, October). IBISWorld Industry Report 72221a: Fast Food Restaurants in
the US. Retrieved from IBISWorld.
10. Crimson Hexagon. (2019). Retrieved from https://crimsonhexagon.com
11. Kantar Media. (2019). Wienerschnitzel 2018 [Data]. Retrieved February 16, 2019, from
Ad$pender database.
12. Red Books. (2019). Galardi Group, Inc. Retrieved from Red Books database.
13. Crimson Hexagon. (2019). Retrieved from https://crimsonhexagon.com
14. Simmons. (2019). ​Spring 2017 NCS Adult Study 06-month ​[Data File]. Retrieved January
22, 2019, from Simmons Insights database.
15. Team 603. (2018-2019). Qualtrics survey. [online] [Accessed Jan. 2019], from https://
qualtrics.com
16. Team 603. (2018-2019). Qualtrics survey. [online] [Accessed Feb. 2019], from https://
qualtrics.com
17. Team 603. (2018-2019). Qualtrics survey. [online] [Accessed Jan. 2019], from https://
qualtrics.com
18. NSAC Trendmakers Profile [PDF]. (2019). AAF.
19. NSAC Trendmakers Profile [PDF]. (2019). AAF.
20. NSAC Connectors Profile [PDF]. (2019). AAF.
21. Simmons. (2019). ​Spring 2017 NCS Adult Study 06-month ​[Data File]. Retrieved January
30, 2019, from Simmons Insights database.
22. Spotify Ad Studio. (n.d.). Retrieved from https://adstudio.spotify.com/
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