Papaya King Outdoor Papaya King: Panties by Mistress

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Papaya King: Panties

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Industry Fast food outlets & restaurants
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency Mistress
Released May 2011

Credits & 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.

Advertising Agency: Mistress, USA