Mark DiPietro is a copywriter at a River North ad agency who adores Mr. Beef, 666 N. Orleans. He can see it from his office window. And he'll be damned if it goes away.

The Italian beef stand is in a bit of a financial pickle right now. It's the subject of a foreclosure lawsuit. And though the restaurant's attorney has said Mr. Beef is in no danger of shutting its doors, that was enough for DiPietro to launch a "Keep Mr. Beef Alive" campaign.

DiPietro set up a Facebook page and posted this video.

At 12:30 p.m. Thursday, DiPietro will give coupons for free beef sandwiches to the first 50 folks who line up. And at 10 p.m. Friday, the band Supra Genius will play a benefit concert at the Beat Kitchen, 2100 W. Belmont. All in the name of beef.