Finnish people love wieners, a classic treat deeply embedded in Finnish culture. Wiener consumption especially spikes in the spring when the BBQ season begins.

In recent years, traditional wiener package sizes have been shrinking while prices have either remained the same or increased, a phenomenon known as shrinkflation, which has affected Finnish wieners as well. Wilhelm, at the heart of the Finnish wiener tradition, decided to counter this trend by introducing a product that clearly defies it.

Wilhelm Hujoppi is the longest wiener on the market, with its name humorously reflecting its size; ‘hujoppi’ in Finnish means the biggest one. Addressing the irritation caused by shrinkflation, Wilhelm introduced the Hujoppi sausage, effectively creating a phenomenon that could be called “longflation.”

Wilhelm developed a product distinguished solely by its impressive size, naming it Hujoppi to reflect its notable length and assure Finns that size is no longer an issue. To communicate this feature, Wilhelm needed an advertisement that emphasized length, maintaining the brand’s light, entertaining, and humorous tone.

Wilhelm created an exceptionally long radio ad to reach the majority of the target audience while they were in their cars on their way to grocery shopping. The Hujoppi ad effectively dominated the entire ad break by extending the Finnish word for “long” between other ads within the break. The campaign aired on Finland’s biggest radio stations’ morning shows and was supported by a social challenge: the longer someone could pronounce the word looooooooong, the bigger discount they would receive at Wilhelm’s online store.