A well-executed, integrated public relations strategy can elevate a Super Bowl commercial into a cultural moment—driving massive earned media value, brand sentiment, and long-term reputation for storytelling.

I led the public relations campaign for Kraft Heinz’s “Wiener Stampede” Super Bowl commercial, a lighthearted spot that featured dachshunds dressed as hot dogs running toward people dressed as Heinz condiments. The ad promoted Heinz Ketchup, Mustard, and Relish, delivering humor, emotional appeal, and memorable brand visuals.

With dozens of brands competing for attention during the Super Bowl, standing out required more than just a good commercial—it demanded a strategic, multi-channel PR approach. We needed to drive pre-game buzz, sustain momentum on game day, and extend the impact beyond the final whistle, all while staying true to Kraft Heinz’s family-friendly brand.

To break through the clutter, I built and executed a multi-pronged PR strategy that included:

• • • Exclusive press previews with top-tier outlets like Adweek, USA Today, People Magazine, and GMA to build anticipation.
  • • Live interviews for brand spokespeople and creatives on national morning shows to underscore the spot’s emotional and comedic impact.
  • • Partnerships with dog influencers and social media accounts to create shareable, viral content ahead of the game.
  • • Creative press kits mailed to media with behind-the-scenes content to reinforce the campaign’s playful tone.
  • • CSR storytelling by coordinating with the ASPCA and animal talent agencies to ensure and highlight humane treatment of the dogs.
  • • Real-time monitoring of media coverage and sentiment on game day, with agile adjustments to maximize social media engagement and press pickup.

Media deliverables included:

• Press Release: Heinz Invites America to “Meet the Ketchups” During the Big Game on Sunday, February 7
• Video: HEINZ | WIENER STAMPEDE (Super Bowl 2016)
• Pictures: Heinz Invites America to Meet the Ketchups

Return on Investment

The “Wiener Stampede” became one of the most talked-about commercials of Super Bowl 50, ranking high on USA Today’s Ad Meter and going viral across platforms. The campaign generated millions of earned media impressions, created a positive emotional connection with viewers, and reinforced Kraft Heinz’s reputation for clever, wholesome brand storytelling.