A Las Vegas wedding... served with mustard?

 Recently I saw a marketing scheme I was extremely suprised by. It was remarkable to me because of how absurd it was. Oscar Mayer Weinermobile weddings. Even just saying that something like that exists is absurd, but it's true. Complete with weiner cake and all. The wedding is completely paid for curtosey of Kraft-Heinz, Oscar Mayer's parent company, so it provides a fun experience for those who may not be able to afford a conventional wedding. 

April 15th and 16th 2023 are the only days you can experience this odd promotion, so if you were planning on hoofing it to vegas, you probably won't be able to. The ceremony involves the aformentioned sausage cake as well as a weiner whistle quartet. Wow. This takes place at the Little White Chapel in vegas, a famous spot for those looking to be married in a hurry. This location was likely thought of immediately, because it's really one of the biggest expedited wedding businesses in vegas. It's the perfect place to have this meat themed marrige-fest happen. 

The idea of a meat-themed wedding may seem odd, but it's very much planned. More and more couples are choosing low stress, low attendance weddings. Eliminating extended family from the guestlist may seem sad, but it does put so much less stress on those getting married. This style of quick fun wedding is very appealing to couples looking to be together ASAP. Also, I was very suprised to hear that many couples request for the weinermobile to be a part of their big day. 

The move is part of the brand's #KeepItOscar campaign, which seeks to promote a lighthearted, fun image for the brand. And it's seeming to work, since Oscar Mayer sales have recovered a bit from their recent ~3% dip in 2021 and negative perception from the subsequent price hike that followed. Kraft-Heinz as a parent company has gone through it's troubles but this seems to be an attempt by the brand to show the fun side of their company, which is quite good. This promotion will likely create a lot of brand loyalty to those married at the weinermobile, but also generate general buzz around the brand through social media of those involved. 

The company's value proposition is easy meat products you can buy at nearly any supermarket. The accessibility of these products is attractive to customers who want to be able to buy their favorite products from basically any store in the country. Distribution is their strength. 

This specific approach naturally will raise some eyebrows. But I feel like it's just too interesting not to think about. It has made me think of the brand as pretty funny, and not so serious like some other companies. This is definitely a move to appeal to younger demographics, which is important now in the age of social media. Personally, I wouldn't change this idea in any way. I would probably pass on being married in front of a hot dog car myself, but those who do will surely have a very fun time.