New York Fries is an upcoming fast food chain situated in shopping mall food courts. The problem is they have some serious competition from the bigger, established names. But, they stand for one thing customers really care about. Quality. So, we took inspiration from high fashion brands in the mall to make the Premium Dog the food court equivalent of Chanel, Burberry, Commes de Garcon and Louis Vuitton. The campaign was placed in media spaces outdoors near NYF locations. The Haute Dog reminded shoppers that the mall has many premium brands to choose from, but the food court only has one.