Why the Oscar Mayer Wienermobile is now the Frankmobile

After 87 years, Oscar Mayer is renaming its iconic Wienermobile to the Frankmobile—at least for now. The new moniker is meant to highlight the brand’s new recipe for its beef franks, just in time for summer. Related: Look inside the Wienermobile There will be six Frankmobiles now driven by Frankfurters (formerly Hotdoggers), who will still hand out Frank Whistles (formerly Wiener Whistles). The Frankfurters will also hand out coupons for a free pack of franks to anyone with the name “Frank,” or an iteration of the name. The Frankmobile will also have more decals than the original Wienermobile, including one that says, “Please do not lick the all beef beef frank frankmobile.” “The Wienermobile is a beloved American icon that has been sparking smiles and driving craveability for our iconic, delicious wieners for nearly 100 years,” said Stephanie Vance, associate brand manager at Oscar Mayer. “This summer, it’s time to highlight another fan-favorite: our delicious 100% Beef Franks.” The Kraft Heinz-owned brand is playing it coy about how long the name will last. “We haven’t committed to an official end date—frankly, we love the new name,” an Oscar Mayer spokesperson said in an email. “But we know the Wienermobile has sparked smiles for nearly 100 years, so we’ll see what our fans think!” The temporary rebrand is a continuation of the Kraft Heinz “Keep It Oscar” campaign from Johannes Leonardo. It launched the “Keep It Oscar” campaign a year ago with a series of short spots establishing the meaning of “Oscar,” leaning into the brand’s marketing history, including its memorable jingle and Wienermobile. “For the first time in 87 years, we got to change the name of an American icon,” Samantha Geloso, senior copywriter at Johannes Leonardo, said in a statement. “The Wienermobile was created to lift people's spirits during the Great Depression. It's whole deal is to make people smile. And we're proud to announce that The All Beef Beef Frank Frankmobile is now a part of that legacy.” The push comes as consumers gear up for summer cookouts, even as the economy remains shaky. Kraft Heinz is planning to hold off on any price hikes, its CEO Miguel Patricio said during the company’s fourth quarter 2022 earnings call. In the first quarter of 2023, Kraft Heinz reported that it brought in $4.2 billion in net sales in the U.S. Fans can track the Frankmobile’s upcoming stops here.

Why the Oscar Mayer Wienermobile is now the Frankmobile

Featured Stories