|
|
New York Fries has launched a radio advertising campaign to introduce its new specialty poutine products, an initiative that stars Canadian actor Gordon Pinsent.
The acting veteran lends his deep voice to four spots that began airing nationally this week. Created by Toronto agency Juniper Park, the ads employ the tagline “Poutine Perfected” and announce the addition of two new items—Butter Chicken Poutine and Braised Beef Poutine—to the New York Fries menu.
In each ad, Pinsent compares the specialty poutines to other moments of perfection, such as encountering a unicorn or finding a pair of designer jeans for a pet kitten.
Alyssa Berenstein, marketing manager for New York Fries, said radio was an effective channel to use to alert consumers to the new items.
“We really wanted to try to tell a story about the products and create that mass awareness, but do it in a way that would re-introduce people who may not be our core customers, or may be lapsed customers, to these new products because we feel they are more of an ‘adult’ product.
After only one day of radio ads, “our social media has been very active, with lots of people tweeting about hearing the ads,” Berenstein said.
Tom Greco, associate creative director and copywriter at Juniper Park, said the combination of Pinsent’s gravitas and the outlandish copy should stand out to listeners.
“The spots really needed to romance the product while comparing it to other moments of perfection,” said Greco. “Those moments are so over the top and unique, and it was nice to have this theatre voice that really cuts through [to] describe these sillier moments.”
Juniper Park also developed in-store creative to support the radio commercials.
