When it comes to iconic Americana, The Nathan’s Hot Dog Eating Contest is up there with Washington crossing the Delaware, Babe Ruth calling his shot and Armstrong strolling on the moon.

And that’s a good thing for the brand.

However, this glorious equity wasn’t translating to sales, which was a huge missed opportunity.

The way we saw it, coming up with a creative solution was basically our civic duty.

RESULT: 10% yearly increase in volume sales

Of course, saving the Hot Dog Eating Contest wasn’t our only mission. We had to make sure that “Nathan’s for dinner tonight!” was a proud proclamation made in homes across the country, all year long.

Here’s some of the work that got the job done.