Cannes Lions

New York Fries Haute Dog Embroidery

JUNIPER PARK\TBWA, Toronto / NEW YORK FRIES / 2019

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Overview

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Credits

Overview

Background

New York Fries is an upcoming fast food chain situated in shopping mall food courts. The problem is they have some serious competition from the bigger, established names. But, they stand for one thing customers really care about. Quality

Idea

We took inspiration from high fashion brands in the mall to make the Premium Dog the food court equivalent of Chanel, Burberry, Commes de Garcon and Louis Vuitton. The campaign was placed in-store and in media spaces in the mall near NYF locations. The Haute Dog reminded shoppers that the mall has many premium brands to choose from, but the food court only has one.

Strategy

New York Fries is the only fast food vendor in the food court that makes high-quality, hand-cut ingredients. Their premium hot dog is only made from the finest cuts of chicken and beef, inside an always-fresh, soft Italian bun. To advertise the high-end nature of the product we stole some design cues from our high-fashion neighbours in the mall and aligned our premium message and product to it. The bespoke designs were created in a way that stood out in the traditional retail space

Execution

Our designs mimicked the instantly recognisable high fashion brands, aligning the Premium Hot Dog with other premium products in the mall.

Outcome

NYF experienced a significant uptick in Premium Dog sales as well as thousands of organic mentions on social media.

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