Natural

Campaign
Agency Network: 
Published/Aired: 
June 2011
Papaya King:  Natural

Description

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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HappyHour's picture

Strongest one.

HappyHour
Activity Score 2381
drkstr17's picture

very funny. mostly because i hate LA. but i wonder if this is possibly alienating its market?

drkstr17
Activity Score 67
Copywriter at Miami Ad School
Bob.C's picture

This hit's the right note that the others seem to miss

Bob.C
Activity Score 1157
Copywriter at Convince Ltd |

= http://we-convince.com/ =

sirvan's picture

Good, standard stuff. And there's nothing wrong with that.

sirvan
Activity Score 29860

+++

"I love some things, and don't love some other things."

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