Agency Network: 
June 2011
Papaya King:  Panties


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

I take it that there is a shop selling edible panties across the street.

Activity Score 1155
Copywriter at Convince Ltd |

= =

Cjacobsen's picture

Yes, tis true.

Activity Score 7
ravinder siwach's picture

good lines... great typo... good everyday stuff!

ravinder siwach
Activity Score 13
Creative Director at DDB Mudra Group |


kleenex's picture

How much dose an edible panty cost now days???

Activity Score 58777
Web Designer/Developer
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