Nathan's Famous is one of the oldest fast-food restaurants offering clients their famous hot dogs. The history of the company began in 1916 when Polish emigrant Nathan Handwerker opened Nathan's Famous food spot on Coney Island. Today, Nathan's hot dogs are well-known in 14 countries around the world, where more than 420M specialties are sold annually. The company has become the most famous and largest brand of premium hot dogs. Today Nathan's Famous consists of 225 restaurants and more than 50 thousand retail points.

Our client SOCAR Energy Ukraine bought the franchisee of the brand and requested the agency to organize a high-profile launch. The most important requirement was to have a loud, bright and “tasty” event. We developed a PR strategy for slightly over half a year. That's how we managed to achieve the amazing results we describe below.
First and foremost, we had to prepare the Ukrainian audience for the launch of the Nathan’s. Our strategy consisted three stages:
● sway the opinion of the Ukrainian audience towards street food to a positive/neutral side;● tell about the legendary Nathan’s Famous;● announce the launch of the brand franchise.
That’s how the intended effect was achieved. After a closer acquaintance with the brand, Ukrainians looked for an opportunity to try the legendary hot-dogs and desired for them to become available in Ukraine. This marks the beginning of the most important stage of the campaign – the launch of the franchise and the announcement of the official start of cooperation between SOCAR Energy Ukraine and Nathan’s Famous.