Pinsent perfects poutine pitch
After the successful introduction of the New York Fries Poutinerie and new Butter Chicken and Braised Beef Poutines, New York Fries hits the airwaves with a new "Poutine Perfected" media campaign. And who better to narrate the next steps in this love story between Canadians and our favourite food? Legendary Canadian actor Gordon Pinsent.
"Poutine is a truly Canadian food," says Gordon Pinsent. "The work is very funny and I was honoured to lend my voice to the campaign."
The new campaign, developed by Juniper Park, compares New York Fries' perfected poutines to other wonderous life experiences, like finding the perfect pair of designer jeans for your kitten, or soaking in a luxurious bubble bath, all humourously described by Pinsent.
"Our new poutineries really have brought the perfect poutine to Canadians," says Jay Gould, president and founder of New York Fries. "Butter Chicken and Braised Beef poutines, made with real, high-quality ingredients, cater to the gourmet flavours Canadians are looking for and the campaign that Juniper Park created has hit that sentiment on the head in New York Fries' unique voice."
The campaign also includes a re-vamped in-store experience to reflect the new Poutinerie offerings and enforce the real ingredients that go into the New York Fries products.
"New York Fries is the real deal - all the fries are fresh cut on site, they were the first to switch to trans-fat free oil and the new poutines are straight up delicious," says Tom Greco, Associate Creative Director at Juniper Park. "With such a unique brand doing all the right things, it's easy to have fun and express the brand in a way that they and their products deserve."
The "Poutine Perfected" campaign will roll out in major markets across Canada this week with all New York Fries Poutinerie locations getting new point-of-sale merchandise and New York Fries locations in the Quebec market getting mall posters as well. Media placement will include 4 radio spots airing in all New York Fries markets - St. John's, Halifax, Moncton, Fredericton, Ottawa, Belleville, Barrie, Brantford, Guelph, Hamilton, Kingston, Kitchener, London, North Bay, Orillia, Peterborough, St. Catharines, Sarnia, Sault St. Marie, Thunder Bay, Toronto, Windsor, Winnipeg, Saskatoon, Calgary, Edmonton, Grande Prairie, Lethbridge, Medicine Hat, Red Deer, Kelowna, Prince George, Vancouver and Victoria. More markets will be added as the New York Fries in their regions begin offering the new poutines.
Who's behind it all?
Agency: Juniper Park
Executive Creative Directors: Terry Drummond, Alan Madill, Barry Quinn
Associate Creative Director - Copywriter: Tom Greco
Associate Creative Director - Art Director: Colin Brown
Leah Ouellet, Account Director
Amy Greenspoon, Account Executive
Strategic Planner: Jacquelyn Salnek
Agency Producer: Anne Marie Martignago
Audio House: Eggplant Music & Sound
Producer: Rocco Gagliese
Engineer: Nathan Handy
Voiceover: Gordon Pinsent
Media Buy: Media Experts
Client: New York Fries
Marketing Manager: Alyssa Berenstein
To listen to the radio ads, visit the Ad Museum section of the website