CHICAGO Local fast-food chain Portillo's Hot Dogs positions itself as home-grown and home-owned in the first image campaign in its 41-year history.
The spot, created by The Reilly Group in Chicago, tells the story of Dick Portillo, who founded the Oak Brook, Ill., company. The ad contrasts a marketing executive using questionable ideas, such as "liver on a stick," to build his business with the client's slow and steady growth based on quality products. As the spot closes, Portillo appears, saying, "When you see Portillo's Hot Dogs over the door of my restaurants, you know it's the original in Chicagoland for great food and incredible service."
"We were challenged to tell Dick Portillo's amazing story, considering all that he has accomplished," said Michael Reilly, who directed the spot, in a statement. "Since the Portillo's dining experience inspires such a warm and fun vibe, we knew a humorous approach was best for the spots."
The campaign, which also includes radio, breaks on June 14, and will run throughout the summer. Spending was not disclosed.