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The assignment was to create awareness around a new gourmet hot dog cart concept that targets business crowds at lunch, bar crowds at night and foodies no matter what time it is.
The creative solution was based on Iceland's worst kept secret: While tourists take vacations there to see the Northern Lights, relax at The Blue Lagoon, visit iconic waterfalls and gawk at the hottest women in the world, they actually wind up spending more time taking in the country's most popular (and affordable) food item: Icelandic style hot dogs.
Chilly Dogs sold over 100 hot dogs on their first day, over 1,000 hot dogs throughout their first week and over 5,000 hot dogs during the first month of summer. The owner is now in the process of opening a fixed location and plans to eventually start franchising the business idea in other large cities home to foodie culture.