Oscar Mayer, part of the Kraft Heinz family, announced Wednesday that it is changing a piece of its history.
The Wienermobile is no more.
The company announced that the hot dog-shaped vehicle, which has rolled through towns and cities countrywide since 1936, will now be called the Frankmobile.
“It pays homage to the brand’s 100% Beef Franks as it debuts a tasty new recipe with a more balanced flavor profile and iconic beefy taste,” the company said in its release.
Asked whether the change is permanent or part of a seasonal promotion, a company spokeswoman told the Post-Gazette: “For now, the Frankmobile is a name Oscar Mayer is trying out to see if it cuts the mustard with its fans.”
Drivers of the six-vehicle fleet will now be referred to as “frankfurters,” not “hotdoggers.” And the company says that anyone named Frank, or something close to that, can stop the Frankmobile and get a coupon for a free pack of beef franks.
“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.”
Kraft Heinz, which got its start in Pittsburgh as H.J. Heinz more than a century ago, now has co-headquarters in Pittsburgh and Chicago.
First Published May 18, 2023, 9:30am