Nathan’s Famous welcomes summer with a talking hot dog that’s ‘100% New York’

adam&eveDDB goes straight to the product itself in developing a brash but charming new spokesperson

Published On
May 28, 2024

Editor's Pick

Nathan’s Famous embraces its signature New York flavor in its first campaign from adam&eveDDB New York, featuring a talking hot dog as a spokescharacter.

A pair of commercial herald the beginning of summer grilling season by visiting backyard barbecues, where guests end up having quirky conversations with heavily New York-accented franks. Directed by Pete Marquis through production company Strike Anywhere, the spot are the first since adam&eveDDB was named creative agency of record for both Nathan’s Famous and Eckrich (another Smithfield Foods brand) last November.

The tagline is, “100% Beef, 100% New York.” The creative idea came from Nathan’s being “part of the fabric of New York, and stubborn like a true New Yorker, their recipe hasn’t changed in 100 years,” said Jason Ashlock, executive creative director at adam&eveDDB New York.

 

Along with the TV spots, adam&eveDDB helped redesign the Nathan’s Famous brand, including mascot Frankie, giving him some extra attitude as well. The new Frankie has made appearances at Hot Dog Eating Qualifier events ahead of Nathan’s signature Hot Dog Eating Contest on July 4 in Coney Island.

Newly redesigned Nathan's Famous mascot Frankie

“We’re using our New York roots to refresh the brand, and that includes Frankie,” said Angela Cheng, Nathan’s Famous brand manager at Smithfield Foods. “We’ve always been an iconic New York brand, but now we’re showing up in more modern ways than ever before—celebrating our great taste, appealing to people all across the country, and catching people’s attention with our talking hot dog and our mascot, Frankie, who’s full of personality and will show up in surprising ways.”

“We wanted the new look of Nathan’s Famous to match its icon status. Graphic, bold typography. A classic color palette inspired by their New York history but modernized. Stickers that highlight brand benefits,” said Mitch Horton, head of design at adam&eveDDB New York. “It’s a tightly designed collage of elements, just like you’d see walking down the streets of NYC. And of course there’s our illustrated hot dog mascot, Frankie. He’s been with the brand for a while, but we’ve redesigned him for today.”

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Credits

Date
May 28, 2024
Client :
Nathan's Famous
Client :
Smithfield Foods
Agency :
adam&eveDDB-New York
Chief Marketing Officer :
Brendan Smith
Senior Director of Marketing :
Lauren Talbert
Brand Manager :
Angela Cheng
Associate Brand Manager :
Brittany Oliver
Chief Creative Officer :
Richard Brim
Chief Executive Officer :
Caroline Winterton
Executive Creative Director :
Jason Ashlock
Executive Creative Director :
Paulo Junger
Senior Art Director :
Charlotte Frank
Senior Copywriter :
Elizabeth Swartz
Head of Design :
Mitch Horton
Motion Graphics Designer :
Coco McGuire
Head of Strategy :
Amanda Peters
Group Strategy Director :
Haley Derrah
Associate Strategy Director :
Angela Feliciano
Head of Integrated Production :
Abbie Noon
Senior Integrated Producer :
Amanda Krueger
Integrated Producer :
China White
Group Business Director :
Samantha Gen
Account Director :
Andy Chang
Account Executive :
Emily Liu
Project Manager :
Marco Garrett
Production Company :
Strike Anywhere
Director :
Pete Marquis
Executive Producer :
Victoria Guenier
Line Producer :
Adam Lawson
Director of Photography :
Damian Acevedo
UPM :
Ashley Krick
Production Designer :
Laurent Turlure
Wardrobe :
Soseh Keshishyan
Hair & Make Up :
Liz Rizo
Food Stylist :
Hans Pena
Animatronics :
Legacy Effects
Effects Supervisor :
J. Alan Scott
Coordinator :
Lyn-Del Pedersen
Animatronics :
Seth Hays
Artist :
Jim Charmatz
Artist :
JD Bowers
Artist :
Cory Czekaj
Editorial :
MackCut
Editor :
Mike Leuis
Assistant Editor :
Cam Pazol
Assistant Editor :
Evelyn Chat
Executive Producer :
Gina Pagano
Producer :
Kayla Robinson
Audio :
Sonic Union
Mix Engineer :
Dean Metherell
Assistant Engineer :
Alex Thiel
Audio Producer :
Nathanael Taylor
Post Production :
Be Grizzlee
Post Production :
Stringer
Executive Producer :
Kevin Puotinen
Senior Producer :
Ben Hicks
Flame Artist :
Eric DeHaven
VFX Compositor :
Alex Germanotta
VFX Assistant :
Evan Smith
Creative Studio :
Coffee & TV
Executive Producer :
Pete Burch
Color Producer :
Kathryn Tallis
Creative Director / Colorist :
Simona Cristea

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Project Type