Umai Hot Dogs offers a new customizable experience through a large variety of fresh locally grown food that allows you to have it any way you want it.
This project was created for an advertising class; we worked in groups to create complete ad campaigns. Umai Hot Dogs is a small family business that started in 1992 in San Jose, California that offers local, premium, and fresh ingredients in all their food. They are committed to food quality and customer service to create a community within their businesses and customers.
Target Market
By Age
Local families, mainly parents (age 20-30)
By Profession
Teachers in the area and food journalists/foodies
By Lifestyle
Picky eaters, healthy eaters, vegans/vegetarians
Goals
Our goals are to expand the range of consumers around current business locations in California and Vancouver. We hope to build more recognition of the brand online and in person, bring in more local families, and sell more hot dogs/new styles of hot dogs.
Current Audience Position
Hot dogs are simple, basic, festive, and could be bought from anywhere
Hot dogs are only a traditional American food
Umai Hot Dog is just a regular hot dog chain and is trendy or not family-friendly
Desired Audience Position
Hot dogs are convenient and not just plain American
Umai Hot Dogs is a good franchise for picky eaters
Umai Hot Dogs restaurants are family-friendly and suitable for all ages
Features & Benefits
Vegetarian/Vegan Options
They carry a variety of vegetarian hot dogs and sausages and many vegan options including fried tofu.
Community Driven
Whether it is through discounted cash programs, raising funds for local schools and charities, or simply donating toys for tots, Umai is there.
Familiar with a Twist
Umai offers Japanese American fusion hot dogs by combining different flavors and ingredients from their knowledge of sushi dishes.
Perfect for All Ages
There is a large selection of food available other than hot dogs, such as sliders, fries, noodles and desserts.
How our campaign
will work
Visible AD Placement
The visibility of outdoor advertisements, such as billboards or bus ads, would reach our target audience
Caters to a Variety of People
We use elements in our ads to appeal to our target of parents and children, and our marketing tactics would eventually reach a larger spectrum outside of just families
Customizability
Our main focus is on the customizability and variety of food available at Umai, which amuses the idea of freedom in people
Marketing Approach
Social Media
We will be reaching our majority audience through Facebook, Youtube, Pinterest, and Instagram
Digital
To reach a general audience, we have banner ads that will run on news sites or blogs of different niches
To reach our minority audience, we have full-page ads running in magazines of different niches, such as food, parenting, local etc.
Physical
To reach our general minority audience, we have stickers. billboard and bus advertisements
Digital
Outdoor
