The All-American hot dog brand was at a crossroads.  Oscar Meyer was beating them in the hot dog wars.  And consumers didn’t care whose 99% beef hot dog was better.  So we helped Ball Park re-invent itself from a company that makes hot dogs for families…to a company that makes food for dudes.  Not just hot dogs, but sliders, burgers, pretzel dogs and more.  So to re-launch the brand, we created a fully integrated campaign that celebrated the weird behaviors of men…and the meaty, handheld food they love.