Gotta love the racy ads that accompany the Papaya King’s brand. Pushing the rivalry between NY and LA, the advertising and strategy was to be definitively NY for those who love NY hot dogs. Instead of waiting for the location to open, the branding/ad team launched a food truck to promote the opening. This combined with a strong social media approach built buzz and launched the bricks and mortar properly. Bring the food to them! Great strategy and and great work by Mistress.