If you put ketchup on your hot dog, you’re not really a Chicagoan.
That truism is at the heart of a new Heinz campaign in which the brand leans into the Windy City’s no-ketchup-on-hot-dogs establishment by trying to develop a new tomato-based “Chicago Dog Sauce.” The hope is that people there actually would put this stuff on their hot dogs—along with the yellow mustard, chopped onions, sweet pickle relish, dill pickle spear, tomato slices, pickled sport peppers and dash of celery salt that make up the classic Chicago dog.
Chicago Dog Sauce, available for a limited time for $5 plus shipping and handling at chicagodogsauce.com, is being put to the test with product sampling throughout the Chicago area.
So, the whole campaign, timed to National Hot Dog Day on Tuesday, is a classic misdirect. Chicago Dog Sauce, with its “delicious red ripe tomatoes and special blend of spices and flavorings,” is really just regular old Heinz ketchup.