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June 2011
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Campaign launching New York City's most iconic and beloved hot dog chain, Papaya King, into Los Angeles, the first market outside of New York. The campaign focused on a strategy of leveraging the New York heritage of the brand while at the same time hitting on observations uniquely LA. A Papaya King food truck was mobilized to hit key neighborhoods with two roles: 1. Drum up excitement about the store's opening date. 2. Sample product to those connected to the brand through social media. Meanwhile outdoor boards with a New York attitude blanketed Hollywood communicating the big news to locals.

Advertising Agency: Mistress, USA

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Highest Rated

Bob.C's picture
Bob.C
1161 Activity Scores

Trashy, maybe fun - but really doesn't make anyone feel too hungry for hotdogs

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