New York Fries is an upcoming fast food chain situated in shopping mall food courts. The problem is they have some serious competition from the bigger, established names. But, they stand for one thing customers really care about. Quality.

We took inspiration from high fashion brands in the mall to make the Premium Dog the food court equivalent of Chanel, Burberry, Commes de Garcon and Louis Vuitton. The campaign was placed in-store and in media spaces in the mall near NYF locations. The Haute Dog reminded shoppers that the mall has many premium brands to choose from, but the food court only has one.

Our designs mimicked the instantly recognisable high fashion brands, aligning the Premium Hot Dog with other premium products in the mall.

NYF experienced a significant uptick in Premium Dog sales as well as thousands of organic mentions on social media.