Oscar Mayer Event Returns to Indianapolis
Kraft Heinz’s Oscar Mayer brand brought a fan-favorite back for consumers over Memorial Day weekend with its second annual Wienie 500. Building on the massive success of last year’s effort, the event was positioned as the unofficial kickoff to summer for racing fans.
Held on May 22 at the Indianapolis Motor Speedway, the multichannel effort was a promotional lead-in to the 110th running of the Indianapolis 500 on May 24. It featured the brand’s fleet of six Wienermobiles, reminding fans that Oscar Mayer wieners can be enjoyed anywhere — even while at the racetrack.
Kraft Heinz expanded this year’s event reach with a live broadcast on Fox Sports that included 30 minutes of coverage.
All six Wienermobiles and racing suits debuted new colors, decals and designs. For the first time in more than a decade, the brand also offered fans limited-edition Wiener Whistles to mark the occasion.
Race car drivers Nolan Siegel, Scott McLaughlin and other IndyCar Series drivers coached the “Hotdoggers,” offering pro-level racing tips as teams competed for the Borg-Wiener Trophy. (The winner of the Indianapolis 500 is awarded the Borg-Warner Trophy each year.) Live projection artist and animator Stingray Rob was also on hand to add to the experience.
Consumers were invited to engage with the brand prior to the event through its "Pick Your Dog" voting bracket on Instagram. Voters chose the final regional hot dog-themed vehicle in the race — and were awarded free hot dogs for the winning prediction, while supplies lasted.
Corn Dog joined Chi Dog (Midwest), New York Dog (East), Chili Dog (South), Seattle Dog (Northwest) and last year’s champion Slaw Dog (Southeast) in this year’s race.
In stores, Wienermobile-themed displays, promotional hot dog bundles and branded merchandise also helped build excitement before the event — creating momentum for consumers’ early summer grilling season purchases.
Hot dog packages, including the iconic Wienermobile design, promoted the effort through race-themed graphics, hashtags and social media.
In-store signage and shelf talkers highlighted the Wienie 500 as a “meatiest race in motorsports” and tied into the brand’s summer lineup, reinforcing the connection between the event and product consumption for shoppers.
The marketing initiative is part of a broader strategy by the company to continue to drive brand visibility for its iconic product lines. The event’s timing coincides with reports that an estimated 72 million hot dogs are consumed in the U.S. over Memorial Day weekend.
Last year's race attracted 85,000 spectators at the speedway and 8 million viewers via livestream, which Kraft Heinz reports suggest helped the company sell nearly half a million additional wieners last summer.
"Last year's inaugural race proved the Wienie 500 is more than just a one-time spectacle; it's a real race cemented in culture," Kelsey Rice, Oscar Mayer’s brand communications director, said in a release. "This year, we are turbo-charging all race elements to give fans a fresh take. From ushering in Team Corn Dog to bringing in the pros, we are going all-in to encourage fans everywhere to pick up Oscar Mayer wieners, kick off summer and enjoy the ride with us."
Fans were encouraged to follow the event to take part in fan engagement opportunities on its brand website, Instagram and TikTok.
