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Toupee

Campaign
Agency Network: 
Published/Aired: 
August 2009

Description

Print advertisement created by Zig, United States for New York Fries, within the category: Food.

Advertising Agency: Zig, Toronto, Canada
Executive Creative Director: Martin Beauvais
Art Director: Allan Mah
Writer: Jason Buback
Planner: Subtej Nijjar
Project Manager: Erin Wilbur
Team Leader: Leslie Hunter
Photography: Michael Graf
Retoucher: Jeremy Thompson
Studio Assistance: Julie Riley
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Highest Rated

GMD10's picture

Fries are relatively a low involvement buy.

Because fast food brands like Mc Donlads and Burger King have raised the bar on people's expectations of satisfaction, smaller brands - like New York Fries - protect themselves by attacking their standards. Which can never escape the feel of a factory. Not fit to score on details such as ultimate taste.

Ever noticed how Mc D and BK only promote a hungry taste? Something they try to mask with themes like a Greek salad, Asian chicken burgers, Texas Whoppers, etc. all to express kitchen related preparation.

Hence the reason why such message above needs to be delivered clearly. Black and white. No arguments can fit between it.

FYI

Here in Holland/Europe Mc Donalds already started to change course. They have got a nationwide campaign running that explains the ingredients that go into their burger. How they pick the best pieces of meat and such. Again a effort to express kitchen related preparation but at a much deeper level.

http://www.mcdonalds.nl/hoemeerjeweet

GMD10
Activity Score 142
Copywriter at ALWAYS ON THE MOVE GIVE ME A CALL
ivan's picture

Here is another old execution from the same campaign:
http://adsoftheworld.com/media/print/new_york_fries_fake

ivan
Creative Director at Ads of the World
jorj's picture

is it real?

jorj
Activity Score 638
Art Director at Senior Art Director
Nash Albacea's picture

The campaign is funny and catchy, but, is it just me or the team really perceived the world as full of fakes? Or that any other fries out there are fake?

Nash Albacea
Activity Score 22
University of the Philippines Manila
GMD10's picture

Fries are relatively a low involvement buy.

Because fast food brands like Mc Donlads and Burger King have raised the bar on people's expectations of satisfaction, smaller brands - like New York Fries - protect themselves by attacking their standards. Which can never escape the feel of a factory. Not fit to score on details such as ultimate taste.

Ever noticed how Mc D and BK only promote a hungry taste? Something they try to mask with themes like a Greek salad, Asian chicken burgers, Texas Whoppers, etc. all to express kitchen related preparation.

Hence the reason why such message above needs to be delivered clearly. Black and white. No arguments can fit between it.

FYI

Here in Holland/Europe Mc Donalds already started to change course. They have got a nationwide campaign running that explains the ingredients that go into their burger. How they pick the best pieces of meat and such. Again a effort to express kitchen related preparation but at a much deeper level.

http://www.mcdonalds.nl/hoemeerjeweet

GMD10
Activity Score 142
Copywriter at ALWAYS ON THE MOVE GIVE ME A CALL
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