Nathan’s Famous® Launches Campaign in the New York City Subway System Celebrating National Hot Dog Day

Rhea-AI Summary

Nathan's Famous® (NASDAQ: NATH), in partnership with Smithfield Foods (NASDAQ: SFD), has launched an innovative marketing campaign in the New York City subway system to celebrate National Hot Dog Day on July 16, 2025.

The campaign cleverly capitalizes on the MTA's newly updated subway map, where the N, F, and Q subway lines converge at Coney Island - the historic birthplace of Nathan's Famous. Running from July 14 through August 10, the "Follow the (F)rank Line" campaign includes subway takeovers, digital signage, and social media content, building on the brand's "100% Beef, 100% New York" platform launched in 2024.

The initiative aims to drive traffic to Nathan's historic flagship location in Coney Island, leveraging Smithfield Foods' exclusive license agreement to manufacture and distribute Nathan's Famous branded hot dogs through retail channels in the U.S.

Positive

• Creative marketing campaign leveraging NYC's subway system infrastructure
• Campaign builds on existing successful '100% Beef, 100% New York' brand platform
• Multi-channel marketing approach including physical and digital presence

Negative

• None.

Brand Turns the New York Subway Map into a Clever Tribute to the Birthplace of the Iconic Hot Dog

SMITHFIELD, Va., July 14, 2025 (GLOBE NEWSWIRE) -- Just in time for National Hot Dog Day on July 16, Nathan’s Famous® has teamed up with the Metropolitan Transportation Authority (MTA) to unveil a playful new campaign inspired by an unexpected design quirk in the city’s newly updated subway map, where fans can follow the frank to Coney Island.

Earlier this year, the MTA unveiled its first fully revamped subway map in nearly 50 years. To the delight of Nathan’s lovers everywhere, a curious twist emerged: the N, F and Q subway lines lead directly to Coney Island. It’s as if the subway system itself is pointing right to the birthplace of Nathan’s Famous. Smithfield Foods has a license agreement with Nathan’s Famous for the exclusive right to manufacture, distribute, market and sell “Nathan’s Famous” branded hot dogs and sausages in refrigerated consumer packages to be resold through retail channels within the U.S.

“It felt like the MTA gave us a nod – in the shape of a hot dog,” said Brittany Oliver, marketing manager for Nathan’s Famous at Smithfield Foods. “Coney Island is where it all started for us over a century ago, and seeing the N, F and Q lines come together there? That’s classic New York – and classic Nathan’s.”

To mark the occasion, the brand has launched a citywide out-of-home and digital out-of-home campaign encouraging New Yorkers to “Follow the (F)rank Line” all the way to Coney Island. The activation includes subway takeovers, digital signage and social media content designed to drive physical and digital traffic to Nathan’s historic flagship location.

Running July 14 through Aug. 10, this campaign builds on the brand’s “100% Beef, 100% New York” brand platform, which launched in 2024.

For more information, visit nathansfranks.com or follow @originalnathansfranks on Facebook, Instagram and TikTok.

About Smithfield Foods
Smithfield Foods, Inc. (Nasdaq: SFD) is an American food company with a leading position in packaged meats and fresh pork products. With a diverse brand portfolio and strong relationships with U.S. farmers and customers, we responsibly meet demand for quality protein around the world.

About Nathan’s Famous 
Nathan’s Famous, Inc. (NASDAQ: NATH) is a Russell 2000 Company that currently distributes its products in 50 states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, and 20 foreign countries through its product licensing activities, foodservice sales programs, and restaurant system. For additional information about Nathan’s, please visit our website at www.nathansfamous.com.

Media Contact:
Tracey Schneider
(513) 218-0524
tschneider@smithfield.com

Photos accompanying this announcement are available at: 
https://www.globenewswire.com/NewsRoom/AttachmentNg/8cc2c2fa-b0b7-4866-bf27-0209362cee70
https://www.globenewswire.com/NewsRoom/AttachmentNg/18f9281a-2272-4396-bb66-7047160d6048
https://www.globenewswire.com/NewsRoom/AttachmentNg/7df316ad-1dd3-43c1-b820-80bc975e7953

FAQ

When is National Hot Dog Day 2025 and how is Nathan's Famous celebrating it?

National Hot Dog Day is on July 16, 2025, and Nathan's Famous is celebrating with a subway-themed marketing campaign in NYC called 'Follow the (F)rank Line' running from July 14 through August 10.

What is the connection between Nathan's Famous hot dogs and Coney Island?

Coney Island is the historic birthplace of Nathan's Famous, where the brand started over a century ago. The N, F, and Q subway lines on NYC's new subway map conveniently point directly to this location.

What is Smithfield Foods' relationship with Nathan's Famous hot dogs?

Smithfield Foods (SFD) has an exclusive license agreement to manufacture, distribute, market, and sell Nathan's Famous branded hot dogs and sausages in refrigerated consumer packages through U.S. retail channels.

How long will Nathan's Famous subway campaign run in New York City?

The campaign will run for four weeks, from July 14 through August 10, 2025, featuring subway takeovers, digital signage, and social media content.

Where can consumers find Nathan's Famous products?

Nathan's Famous products are distributed in 50 U.S. states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, and 20 foreign countries through product licensing, foodservice sales, and restaurant systems.