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Portillo’s launches ad campaign featuring over-the-top fan tweets

Standouts include, "If my last meal isn’t Portillo’s, I’m haunting the world."

Giving customer testimonials a modern update, one Midwestern fast casual has transformed the social media posts of its most ardent fans into the centerpiece of a new regional ad campaign.

Portillo’s “Get Obsessed” marketing rollout features real posts from brand admirers, with restaurant employees reading and reacting to the comments.

The 15- and 30-second TV and digital spots include tweets such as, “My healthiest and most stable relationship is with an Italian beef sandwich from Portillo’s” and “If my last meal isn’t Portillo’s, I’m haunting the world.”

The tweets will appear in spots across Portillo’s social media channels, as well as on billboards near some Minnesota units.

Portillo’s operates about 50 locations around the country, with a menu focused on Chicago-style hot dogs, burgers, salads and chocolate cake.

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