The U.S.’ 250th anniversary is a time
for historical reflection. For the ad industry and various brands, it’s an opportunity to align with Americana in a fun, often irreverent way.
That’s the case with Kayem, a New England hot-dog
brand. Its new campaign “There When It Mattered Most” inserts its franks into key moments and figures in American history —
from Gilbert Stuart’s portrait of George Washington to John Trumbell’s famed signing of the Declaration of Independence.
The copy is equally whimsical: “Here’s to life, liberty and a hot dog
in each hand,” said Thomas Jefferson.
The creative, by Colossus, was done in partnership with Boston’s Museum of Fine Arts.
The campaign artwork will appear in a one-day showing in
Boston’s Faneuil Hall Marketplace on June 4, before the pieces travel to additional locations in New England in June and July. They will also be featured on Kayem’s social media throughout the summer.
advertisement
advertisement
“This collaboration with Kayem offers a fun and timely entry point into American history,” said Nonie
Gadsden, Katharine Lane Weems senior curator of American decorative arts at the Museum of Fine Arts, Boston. “We’re excited to invite audiences to engage with both playful interpretations and the real
stories and works that define our shared past.”
Select campaign works will be on view at the MFA from June 24 to July 24 — fittingly displayed in the museum’s cafeteria. In addition,
they will hang at the Boston Seaport and Fenway Park.
Matt Monkiewicz, President/CEO of Kayem Foods, said: “We want to celebrate the moment with an unexpected and fun campaign that highlights
our connection to New England and our commitment to the food that makes these moments special. We’re thrilled to be partnering with the MFA Boston and inviting people to see these historic works in a
new and unique way that honors the hot dog, America’s most iconic food.”
