Papaya King: Casting

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

1 comment

Bob.C's picture
1163 pencils

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

Log in or register to post comments