During a time when everything seemed to push Americans further apart, Chevrolet – America’s favorite car company – had an opportunity to bring them together. We looked to our past and were inspired by a classic Chevy jingle about the things Americans love: Baseball, hot dogs, apple pie and Chevrolet.

Inspired by Chevy’s beloved jingle “Baseball, hot dogs, apple pie and Chevrolet,” we invented the first-ever Apple Pie Hot Dog. We enlisted celebrity chef Guy Fieri to perfect the recipe. Since we put the recipe out and spread the word on social media, fans arrived at the game looking to get their hands on, and mouths around, Apple Pie Hot Dogs.

Chevrolet had great success targeting “Modern Mainstreet America” – new-to-Chevy buyers who were younger and more diverse. Baseball is “America’s pastime” so MLB’s fanbase is more traditional. As a modern twist on an American classic, Apple Pie Hot Dogs had the power to unite.

Onsite activation would pay homage to the nostalgia inherent in baseball. Social media would be key to engaging those who might not attend or watch the Field of Dreams game.

We cooked up a week-long content cadence to make Apple Pie Hot Dogs the food and sports topic everyone was talking about. It was all building up to the Field of Dreams game that would serve as the in-person debut of Apple Pie Hot Dogs.

Apple Pie Hot Dogs premiered at Major League Baseball’s Field of Dreams game. The Chevy display at the game was hugely popular as fans stood in line with anticipation. Every step of the experience was branded and fun, from clamshell boxes to condiment cups and napkin dispensers. We gave away Apple Pie Hot Dog swag from T-shirts and hats to buttons and mitts.

The reaction to this culinary curiosity was overwhelmingly positive. Thousands tried it and shared their experience across social media. Apple Pie Hot Dogs continued trending throughout the summer, even showing up at Detroit’s Dream Cruise car show.

Apple Pie Hot Dogs are deeply rooted in the Chevy brand due to the “Baseball, hot dogs, apple pie and Chevrolet” jingle. No other brand could do it. And there was no better time to enlist the help of influencers than during the height of the DIY cooking frenzy.

TikTok creators’ videos resulted in 67.8 million impressions, 30 million views, 1 million reactions and 14,500 shares. To date, the official recipe video on TikTok has more than 650,000 likes, 6,000 comments and 23,500 shares. The overall effort garnered 1 billion earned media impressions.

We got people talking…often with their mouths full. The Apple Pie Hot Dog story was covered by ABC World News Now, CBS This Morning, Fox News, E! News, Insider, CNN, USA Today Sports, Barstool Sports, Bleacher Report, MLB Network and local news stations around the country from Maine to Hawaii. Not to mention Australia, Germany and elsewhere.