While “baked” and “fried” are usually methods of food preparation, in a decidedly un-PC ad campaign from Toronto greasy spoon Dangerous Dan’s Diner, they’re actually the target market.
The eatery, whose menu includes items like The Coronary Burger and The Big Kevorkian, has developed a campaign catering primarily to young adults experiencing drug–induced munchies.
Radio ads running exclusively on Ryerson University’s radio station, CKLN, feature unscripted, drug-fueled conversations on everything from Frisbee golf and Grease to how tattooed genitals will look on an old person.
All of the participants speak in the lazy drawl of the stoned, while each ad is filled with the sounds of laughing, frequent coughing and a bong burbling away in the background.
The radio ads are accompanied by a series of print ads showing Dangerous Dan’s menu items in all their greasy, drippy glory accompanied by messages like “You bake. We fry,” and “22% of Ontarians are obese. We can do better.” Some of the ads feature the tag “Dude, we deliver.” (Its success will likely hinge on whether its target audience can remember where they left the phone.)
The campaign was developed by Toronto’s Tattoo Sound + Music.
