Customers were returning the dog, because it looked “old”.

Sales were good and the taste was wonderful, but customers were thrown off by the Famous Fried Ripper, WRINKLED LOOK. Sometimes even returning the dog. Our job was to change the perception and educate with a visual campaign building trust.

Ripper is the slang term for a type of hot dog. The name derives from a hot dog which is deep fried in oil, which sometimes causes the casing to burst, or "rip".