WHEN NATHAN’S FAMOUS HOT DOGS WANTED TO BE AS FAMOUS ONLINE AS THEY ARE IN BACKYARDS ACROSS AMERICA—WE DID WHAT ANY SMART HOT DOG BRAND WOULD DO TO GET THINGS COOKING—WE MADE THEM A TIKTOK CHANNEL AND PARTNERED WITH 55X WORLD FOOD EATING CHAMPION JOEY CHESTNUT.  

While working at 22Squared I was asked to help increase Nathan’s Famous Hot Dogs social presence. To do this, my team and I decided to launch Nathan’s Famous Hot Dogs Official TikTok channel Nathan’s Original Franks. To ensure it’s success we created a launch plan, shot and built a series of TikTok videos, and enlisted 55x World Food Eating Champion Joey Chestnut to create content and help promote our new TikTok channel.

My Role: Associate Creative Director / Art Direction / Copywriting / Concepting
Produced: 22Squared / 2022 - 2023

Joey Chestnut: TASTEFUL DEBATES

To help bring Nathan’s social media role of debate curator to life and get people to engage with us, we created a TikTok series that featured Joey sharing where he stands on some of the all-time great debates such as is a hot dog a sandwich, and do condiments belong in the fridge or the table.

JOEY CHESTNUT: ASK ME ANYTHING

To leverage Joey’s fame and larger audience we hosted an AMA on our TikTok that featured Joey answering a series of question submitted by fans from across Nathan’s social channels.

EVERGREEN CONTENT

To ensure our TikTok channel was not contingent on content with Joey, we also created a series of TikTok videos based around current TikTok trends that were easily repeatable.

PIT BOSS: PARTNERSHIP 

Before we began shooting TikTok content ourselves, we utilized content shot by Pit Boss that we edited to insert the Nathan’s brand in the “FoodTok” space.