An iconic brand with positive associations for generations of consumers? No wonder Ball Park was in trouble. The former #1 hot dog brand was stuck in the past. Looking to reinvent itself, the company turned to Publicis Seattle, which took the assignment a step further and invented a whole new category of CPG: guy food. I wrote the copy for the new Ball Park website as part of a huge makeover that repositioned the company, expanded its product line, and also just happened to put it back on top of the hot dog charts.
Agency: Publicis
Client: Hillshire Brands
Josh Parks 