Wednesday, June 15, 2011

Papaya King billboards, Los Angeles

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


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