The creative solution was simple: an ad that toyed with the familiar masks of comedy and tragedy, placed in a busy section of the theatre district - our way of sliding the brand into the conversation in a simple and (hopefully) clever way.

'Comedy/Tragedy' was just one component of a larger fries campaign, making it difficult to separate out its individual market impact. The overall campaign, we can say for certain, was extremely successful, with fry sales growing 10% compared to the regional average from the period of Nov 10, 2011 to Dec 2, 2011.