The date is January 18th 1921. It’s the date when the first Danish hot dog stands sold their sausages on the streets of Copenhagen. Since then, the hotdog stand is part of Danish culture (institution).
The hotdog stand is an important part of Danish culture with the quality of being able to gather the people. It’s all about coziness, humor and conversation between people across social classes. It is informal and a part of the Danish popular culture.
Known among Danes as “Restaurant Cold Feet”, because you have to stand outside to eat, the simple hotdog wagons were introduced in 1921 from Germany. They are still steered by hand around the cobbled streets of Danish towns and cities with just a simple engine to move them along.
Fast forward to today, the classic Danish hot dog with fried and raw onions, thinly sliced pickles and three kinds of sauces can still be enjoyed all over Denmark.
On January 18th 2021, the hot dog stand celebrated its 100th years anniversary. To celebrating a century of the street food supertars, all the fans are invited to join the celebration.
As result, Denmark’s staunchest sausage fans marked the 100th anniversary of the arrival of hot dog stands in the country by ordering the snack from many of the popular trailers along central Copenhagen’s main shopping street.
Even all indoor hospitality has closed in the city due to the pandemic, the stands are still allowed to open as they offer a takeaway snack.
Lesson learned :
- Authentic and provide real support for local business. Almost everyone eats hotdogs and, therefore, the hotdog vendors of Denmark have a reputation for being not only kind, but also very tolerant people.
- Cool history based initiative. Selling hotdogs in Denmark is became a very personal thing. Hotdogs, and the people who sell them, are adored in Denmark, and for good reason.
- Relatively ‘simple’ campaign, with big impact / engagement.