To remind Chicagoans that Potbelly is a hometown staple, my team and I launched “Chicago Loves Potbelly,” a social campaign blending nostalgia with trending video formats. We spotlighted the CTA connecting to Potbelly shops across neighborhoods while professional dancers moved to the brand’s iconic track, “Woolly Bully.” A nod to Potbelly’s tradition of playing the song daily at 10am, the video invited viewers to celebrate the city, the music, and, of course, a great sandwich.