Nathan’s Famous rebrand shows a quirky mascot can still beef up a brand [Video]

Mascots are most often associated with kids’ brands and sports (maybe not at the same time in the case of the X-rated 2024 Paris Olympics mascots). But the recent Nathan’s Famous rebrand shows brand mascots are as relevant as ever.

The refreshed identity for the Smithfield Foods’ restaurant chain, known for its hot dog-eating competition, brings Frankie the Hot Dog to life as a ballsy New Yorker with new illustrations and animations.

Created by adam&eveDDB New York, the Nathan’s Famous rebrand makes much of the hot dog chain’s New York origins with the tagline ‘100% Beef, 100% New York’. Frankie, who features on the signage of the original Coney Island restaurant, is given more of the spotlight – and more attitude. And a talking hot dog also makes an appearance in a series of ads focusing on the summer barbecue season.