Portillo's Hot Dogs launched its first-ever image campaign in response to lower-than-expected brand awareness when the chain opened a unit in a new market. The campaign includes 30- and 10-second television spots and eight radio spots that take a humorous approach in telling the history of Portillo's. The television spots Chicken in a Mug and Liver on a stick are designed to show how some harebrained marketing schemes failed while Portillo's marketing innovation succeeded.