Wienerschnitzel’s 'Visionary Department' launches campaigns to woo younger customers

Wienerschnitzel has announced its partnership with Joe Gibbs Racing, a North Carolina-based professional supercross and motocross team, as a sponsor and the "official hot dog."

According to a news release, the sponsorship agreement was spearheaded by J.R. Galardi, 25, son of Wienerschnitzel’s late founder, John Galardi, and CEO, Cindy Galardi Culpepper. The partnership is one of the first activations of Wienerschnitzel’s newly developed Visionary Department, which is focused entirely on "capturing tomorrow’s consumer."

"We are expanding and want to introduce our brand to a younger audience. Supercross and motocross is a perfect match for our strategic plans," J.R. Galardi said in the release. "This partnership is a great way to kick off big things to come for Wienerschnitzel."

As part of the sponsorship, Wienerschnitzel logos will be placed on bikes of pro-racers, Justin Barcia, No. 51 and Weston Peick, No. 40. The company-branded bikes will debut at the 2014 Monster Energy Cup Oct. 18 at Sam Boyd Stadium in Las Vegas.