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 420 mln. 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.
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Our client SOCAR Energy Ukraine bought a franchisee of the brand and asked 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 it aimedmore than six months. That's how we managed to achieve the amazing results we describe below.
First and foremost we had to prepare a Ukrainian audience for the launch. Our tactics comprised three stages:
to form a positive or neutral attitude towards street food;
to tell about the legendary Nathan's Famous;
to announce the launch of the brand franchise.
That was the way we achieved the intended effect. Ukrainians looked for an opportunity to try legendary hot dogs and wanted them to enter the Ukrainian market after a closer acquaintance with Nathan's brand.
Afterward the most important part of the campaign began. The launch of the franchise itself and announcement of the official start of cooperation between SOCAR Energy Ukraine and Nathan's Famous.
The results of the first release were impressive. Most famous general and lifestyle media, such as NV, The Village, Delo, published our news.
Till now, we see the results of the launch. Ukrainian top mass media offer free interviews with representatives of SOCAR. On social media users still leave positive reviews about Nathan's products.