Nathan's Famous Teams Up with MTA for Subway Map Hot Dog Campaign

Nathan's Famous has partnered with the Metropolitan Transportation Authority (MTA) to unveil a campaign inspired by the MTA's new subway map, which features the N, F, and Q subway lines leading directly to Coney Island, the birthplace of Nathan's Famous. Smithfield Foods has a license agreement with Nathan's Famous to manufacture and distribute branded hot dogs and sausages.

Nathan's Famous, in collaboration with Smithfield Foods, has launched a marketing campaign in the New York City subway system to celebrate National Hot Dog Day on July 16. The campaign, dubbed "Follow the (F)rank Line," is inspired by a unique feature in 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 [1].

The MTA's map redesign, completed earlier this year, has been a source of delight for Nathan's enthusiasts. The unexpected alignment of the subway lines to Coney Island has been interpreted as a nod to the iconic hot dog brand. Smithfield Foods, which has an exclusive license agreement to manufacture and distribute Nathan's Famous branded hot dogs and sausages, has seized this opportunity to drive traffic to Nathan's historic flagship location in Coney Island [2].

The campaign, running from July 14 to August 10, includes subway takeovers, digital signage, and social media content, all designed to encourage New Yorkers to "Follow the (F)rank Line" to Coney Island. The initiative builds on Nathan's "100% Beef, 100% New York" brand platform, which launched in 2024 [1].

Smithfield Foods, Inc. (Nasdaq: SFD) and Nathan's Famous, Inc. (NASDAQ: NATH) are both American food companies with strong brand portfolios and robust relationships with U.S. farmers and customers. Smithfield Foods specializes in packaged meats and fresh pork products, while Nathan's Famous is a Russell 2000 Company that distributes its products in 50 states and 20 foreign countries [2].

This campaign represents a strategic move by Nathan's Famous to capitalize on the nostalgia and local pride associated with Coney Island and the subway system. The partnership with Smithfield Foods underscores the importance of brand licensing and distribution agreements in the food industry.

References:
[1] https://www.globenewswire.com/news-release/2025/07/14/3114680/12889/en/Nathan-s-Famous-Launches-Campaign-in-the-New-York-City-Subway-System-Celebrating-National-Hot-Dog-Day.html
[2] https://www.stocktitan.net/news/SFD/nathan-s-famous-launches-campaign-in-the-new-york-city-subway-system-a1i07c9rb2j2.html