Just in time for National Hot Dog Day today, adam&eveDDB New York cooked up a new campaign with Smithfield Foods and Nathan’s Famous – and it’s as New York as it gets.

In partnership with the MTA, our campaign is built around the revelation that the N, F, and Q lines leading to Coney Island actually form the shape of a hot dog on the new subway map – mustard included. It’s a subtle wink to the birthplace of Nathan’s, and a city that never misses a beat.

“This campaign is classic New York: funny, bold, and rooted in something real,” said Brynna Aylward, Chief Creative Officer, adam&eveDDB U.S. “We wanted to tap into the city’s personality and sense of humor, and there’s nothing more iconic than Nathan’s and the NYC subway.”

Rolling out now through August 14 and proving again that great ideas start with what people feel (and maybe eat) first.

Read more about the latest campaign in Ad Age here.