New York Fries begins Real Fries campaign
By Adnews Staff
Fast food chain New York Fries has begun a new advertising campaign promoting the "authenticity" of its product. The campaign, developed by Zig of Toronto, is the first for the company to use print advertising. The three executions depict the company's fries being held by people who are obviously fake in various ways. One ad shows a woman with exaggerated breasts. Another shows a man wearing an obvious hairpiece. The ads use the tagline, "Real Fries in a Fake World." The ads will run nationally in magazines including Chatelaine, Hello, Flare, Canadian Living, People, Style at Home and Canadian House & Home through May 2009. Point-of-sale materials will support the ads. Media buying was handled by Media Experts. "This campaign is a real departure from our traditional marketing of a fries beauty shot," said Jay Gould, president of New York Fries. "By juxtaposing our real fries against fake breasts, nails, hair, botox and toupees, we are educating Canadians that New York Fries are made from real potatoes and are cooked in non-hydrogenated, trans fat free sunflower oil."