Who doesn’t obsess over a Portillo’s hotdog? When I lived in Chicago, I couldn’t wait to have my once-a-year dog from the Midwest mecca known for its Italian beef sandwiches, char-grilled burgers, fresh salads, chocolate cake, and, of course, hotdogs.
Apparently, I am not alone, if there is any truth to the amusing new 360 regional campaign from Schafer, Condon and Carter.
Dubbed “Get Obsessed,” the advertising for the Oak Brook-based giant features real social media posts from Portillo’s fans that demonstrate how much love they have for the brand after having a taste.
The agency also created a series of :15 and :30-second spots featuring Portillo’s restaurant staff reading real tweets from customers.
From wanting to baptize a first-born child with Portillo’s melted cheese to admitting that their healthiest relationships are with an Italian beef sandwich, customers get to know and love Portillo’s.
“We are thrilled to partner with SCC, a top-notch, independent agency known for their work with iconic national brands,” says Nick Scarpino, Portillo’s Vice President of Marketing and Public Relations. “The ‘Get Obsessed’ campaign features the perfect combination of our great team members, passionate fans, and craveable menu items. We are confident this campaign will help us build new Portillo’s lovers across the country.”
According to a statement, SCC also collaborated with the brand to create 26 digital spots for Portillo’s social media channels and placed nine billboards in the areas around the brand’s Maple Grove, MN and Woodbury, MN restaurants.
“As lifelong fans of Portillo’s, we were thrilled at the chance to work together,” says Denny Hebson, SCC’s Executive Creative Director. “The campaign captures some of the magic that forever links fans to Portillo’s, and its incredible food. Once people try Portillo’s they’ll “Get Obsessed” with the brand.”
The Portillo’s brand has more than 50 restaurants across several states. The portfolio includes Barnelli’s — known for ribs, pastas and fresh sandwiches, soups and salads — as well as Portillo’s Home Kitchen, which offers catering.
It began in 1963 when Dick Portillo invested $1,100 in a small trailer to open the first Portillo’s hot dog stand in Villa Park, Ill., which he called “The Dog House.”
All in all, this new campaign is tasty, fun stuff. Probably even better with yellow mustard and a little chili sauce.
CREDITS
Agency: Schafer Condon Carter (SCC)
Denny Hebson: Executive Creative Director
Megan Coughlin: Creative Director/Art Director
Hannah Hines: Sr. Copywriter
Veronica Stump: Account Director
Courtney Nickele: Sr. Account Executive
Erika Sheridan: Director, Media
Melinda Bustamante: Media Supervisor
Dennis Bannon: Executive Director, Production
Leroy Koetz: Executive Director
Brian Pufahl: Sr. Content Creator
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
