Agency Network: 
June 2011
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.

Outdoor advertisement created by Mistress, United States for Papaya King, within the category: Food.

Advertising Agency: Mistress, USA
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Bob.C's picture

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

Activity Score 1155
Copywriter at Convince Ltd |

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