New York Fries releases poutine song
By Rob Bale
Toronto-base fast food chain New York Fries has begun a promotion making use of a custom custom electronic dance music song called “Pulled Pork Poutine.” The effort promotes the return of the menu item of the same name. The song is a two minute version of the music from a 15-second advertisement currently running on television and online. It can be heard on music streaming services Spotify and Apple Music. In addition, consumers can use the Shazam mobile application to scan the song’s cover art and receive a discount code for New York Fries purchases with delivery service DoorDash Canada. The promotion also includes social media content, influencer activities and in-store materials. Social media and influencer work is being conducted by Zeno Group Canada, with media buying from Genuine Retail Media and in-store materials by Jump Branding & Design. The overall campaign, called “Give Your Taste Buds Something to Sing About,” began in 2021 and was developed by Juniper Park TBWA.
“The New York Fries brand has always embraced trends, pop culture and humour as key pillars in our marketing strategy,” said Alyssa Berenstein, marketing director at New York Fries. “We absolutely fell in love with the EDM script and music that Juniper Park TBWA presented and wanted a fun, engaging way to extend this beyond a 15 second ad. We also know that EDM music continues to grow in popularity and that consumers are craving multisensory experiences, so we’re thrilled to spearhead this new method of sharing discount codes and innovate new ways to promote our fresh cut fries, perfect poutines and loaded dogs to Canadians.”