Cannes Lions

FRIES OF NEW YORK

MOTHER NEW YORK, New York / SIR KENSINGTON / 2015

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Overview

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Overview

Description

This is a fitting candidate for the promo and activation lion because it was an event created with the sole purpose of highlighting Sir Kensington’s flagship product – ketchup. It centered on a pop-up exhibition showcasing ketchup’s closest friend, the french fry in all the forms it comes in.

Inside a Noho gallery, one hundred individual fries from acclaimed New York City restaurants were put on display with archival quality. Along with the fries there were posters, macrophotography, accouterments and a merging timeline of fry and ketchup history.

The event took over Sir Kensington’s social media platforms, a custom branded web page and giveaway maps that showed all fry locations presented in the exhibit. All together this connected the brand not only to the city’s foodies and press, but also restaurants the brand had been dying to start a conversation with. “Hello, I’d like to talk with you about your fries.”

Outcome

This event achieved Sir Kensington’s objective of getting big attention for their small brand and endearing themselves with food lovers. The activation was featured in 100+ press articles that celebrated Sir Kensington’s sophisticated and playful Fries of New York exhibit, including full-page articles and in-depth reports. Coverage ranged from mainstream news outlets like The New York Times and The Daily Mail, to fashionable Vanity Fair and Opening Ceremony. It also poured through food publications from Bon Appetite to EaterNY to hundreds of foodies in New York with Instagram accounts.

If you Google “Fries New York” the exhibit is now the #1 result.Sir Kensington’s social received a 200% increase over the previous month in interactions. 70% of tweets around the event were unique (versus retweets), showing that everyone had an opinion. Words like “best”, “artisanal” and “exhibition” became socially tagged with the brand, elevating and shifting

perception of the ketchup.