Meat + Poultry - June 2010 - 74

has in its foodservice unit. The
company sells millions of hot dogs
through quick-service restaurants
such as Carl's Jr. and Jack in the Box.
But a big reason for the strong sales
at QSRs is that Farmer John markets that hot dog as the Dodger Dog.
In fact, Farmer John's marketing
campaign at foodservice and retail
outlets in Southern California centers around Dodger Dogs.
Farmer John also sells Dodger
Dogs at other popular sports venues
in and around Los Angeles, including the Rose Bowl, the Coliseum,
the Staples Center and the Home
Depot Center.
Not to brag, but no other hot dog
brands can get a leg up on the Dodger
Dog in the Southern California market, Lavallee says.
"We're the category leaders in the
territories we play," he adds.
Farmer John and its advertising agency decided to capitalize on
the Dodger Dog's popularity at the
sports venues by targeting fans who
are watching games on TV from the
comfort of their living rooms. Realizing fans enjoy eating hot dogs
more than any other meat product at
sporting events, especially baseball
games, Farmer John set out to create
the "game-day experience" for people
watching at home, Lavallee says. The
"game-day experience" includes three
aspects - a TV, a cold beverage and a
Farmer John Dodger Dog. It makes
sense to go after sports fans watching from home because most sports
fans watch from home, Lavallee says.
"The campaign's theme states
that you can get the hot dog you eat
at the game at home," Lavallee says.
The Dodger Dog has gained market share at retail, he says. That's a
good sign, considering how competitive the retail hot dog segment
has become.
Hatfi eld also manufactures a
retail line of Phillies Franks. Like
Farmer John, Hatfield markets its
retail products as the same products
sold at the ballpark.

Kayem Foods, which supplies the Boston
Red Sox and Tampa Bay Rays with hot
dogs sold at home games, was founded
in 1909. (Photos courtesy of Kayem Foods)

"You can't beat the taste of a Hatfield hot dog at the ballpark, but now
you can go to the supermarket and
have that great taste on your grill at
home," Haman says, describing the
promotion. "This helps drive sales
for us at retail."
Haman is not sure what percentage of its products sold at Phillies'
games comprise annual sales. The

"The campaign's
theme states that
you can get the hot
dog you eat at the
game at home."
company also sells sausage, kielbasa, bratwurst, pulled pork and ribs
at Citizens Bank Park.
"While I don't have numbers, [the
sales] certainly have a positive impact
on the company," he says.
Hatfield has increased its signage
at concessions throughout Citizens
Bank Park, which has helped create
brand awareness. But the HatfieldPhillies relationship is also about creating an emotional connection.
"We've partnered with the Phillies in a lot of innovative ways to
help enhance the fan experience and
make a memorable fan experience,"
Haman says.
For instance, there's Hatfield Dollar Dog Days at the ballpark when all
hot dogs are sold for a buck. (Dol-

lar dog days are popular at stadiums
throughout MLB.) This is a big promotion for Hatfield, which sends its
grill team to the park to cook product
samples - which aren't available in the
stadium - to give to the crowd. Grill
team members also pass out coupons
to purchase Hatfield Quality Meats
products at retail.
Then there's the Hatfield Hot Dog
Launcher, which can really make a
fan's emotional experience memorable, especially if he or she is on
the end of one of the cannon-style
launcher's hot dogs. Hatfield's mascot, Smiley, teams with the Phillies'
mascot, the Phillie Phanatic (arguably the most famous mascot in
pro sports), launching hot dogs
into the crowd and in-teracting with fans.
"Fans leave the
ballpark talking about
the hot dog launcher,"
"
Haman says, noting
g the
emotional connection. "It leaves
bl expethem with a very memorable
rience - one that's branded."
Kayem Foods, which began supplying Tampa Bay's Tropicana Field
this year with hot dogs and sausage,
plans to capitalize on the agreement
outside of the ballpark. Kayem and
the Rays plan a number of joint
marketplace activities, such as product promotions and special events,
aimed at extending the relationship
beyond Tropicana Field and into

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