The Challenge

Hot dogs may be a cookout classic, but they’ve also become the most overlooked item on the grill, overshadowed by burgers, brats, and barbecue flair. While grilling culture has grown bolder and more creative, hot dogs were stuck in a rut. Competing in a category dominated by legacy brands, Sugardale needed more than awareness—they needed a bold statement.

The Solution

We tapped into a familiar human truth: no matter how casual the occasion, we all want to impress—even if it’s just friends or family in the backyard. That meant giving people permission to treat their hot dog like a blank canvas for self-expression.

The campaign dared eaters to go beyond ketchup and mustard—to turn toppings into a personal signature. With the call-to-action: “We Sugardale Dog Dare You,” we reimagined what hot dog creativity could look like. Think a leftover stir-fry dog, a hot dog topped with fried oysters, or a towering “foot-high dog.” The message was clear: fearless franks welcome. Because turning something simple into something surprising doesn’t just taste good—it feels good, too.

The effort successfully increased brand salience and drove choice at the aisle—proving that even the humble hot dog can spark bold behavior.