Nathan's Famous 100th Anniversary

During Q1 of 2016 WFAN, The Fan Sports Radio (66AM and 101.9FM) and iHeart Media were approached regarding an opportunity to be a part of Nathan’s Famous 100th anniversary campaign running throughout the summer with specific focus on three key dates, Memorial Day, The 4th of July, and Labor Day. The Agency partner and the client both realized that what NY Radio offered access to iconic New Yorkers like NO other advertising medium - our Personalities.
According to a MediaPost article, "the overarching style of these commercials is ‘celebrity open mic," said Don Raskin, senior partner of MME, Nathan's agency of record for 26 years, which is handling the anniversary campaign’s creative and media. "There was no formal script and we only chose people who had a passion for this iconic brand."
Station hosts were tasked with telling their personal story of what makes Nathan’s Famous so important to them while sharing their favorite memories of the brand and flagship location in Coney Island. Ultimately three hosts were chosen, Z100’s Skeery Jones of the Elvis Duran Morning show, Lite FM’s PM Drive host Rick Kaminski along with one of WFAN’s midday hosts, Evan Roberts, was chosen to be a part of the campaign after they each communicated great passion for the brand. The trio’s personal message and connection to Nathan’s was made part of a mix of celebrities who also shared their personal passion for the brand including, Whoopi Goldberg, Regis Philbin, Kathy Griffin, and Walt Frazier.
The versatility and reach of radio provided Nathan’s with the ability to rotate copy from multiple celebrities and local influencers to celebrate Nathan’s Famous 100th anniversary and simultaneously inform the listener of special events and promotions. During three different flights over the summer, listeners will hear national and local celebrity’s personal connection to Nathan’s Famous. Over the summer, as Nathan’s Famous Celebrates its 100th anniversary, these commercial spots will help drive consumers to the events being hosted by Nathan’s on Memorial Day, The 4th of July, and Labor Day while supporting restaurant and retail sales.
The ads will be broadcast through Labor Day on New York stations including WFAN, Z100 and Lite-FM.