New York Fries is announcing the launch of its additive-free hotdogs with “Premium Dog”, a new campaign targeted to Canadian moms.
The message driving the campaign is that the premium hotdogs are so good, they’ll inspire wannabes and imitators. It centers on a TV spot featuring a shady street vendor attempting to sell counterfeit New York Fries hotdogs from a suitcase. It ends with the line “Don’t Accept Knockoffs.”
The ad also says the new dogs are made from premium cuts of chicken and beef and contain no artificial ingredients.
“New York Fries is a very courageous client,” said Barry Quinn, executive creative director at Juniper Park – New York Fries’ agency of record.
“They had an interesting problem to solve: they’ve been selling hotdogs for 25 years, and now they have re-formulated them. They took something like a French fry and elevated it, and want people to expect more when they get a dog.”
Quinn said the campaign is geared towards moms because they are “the keepers of the kid’s world,” and hotdogs are a traditional childhood staple.
The ads, which began airing last week, are running in every province except Quebec, mainly on specialty channels such as W, HGTV, Bravo and Slice. The campaign also includes in-store and social media elements. “Premium Dog” will run for five weeks, off and on, until Oct. 27.
Media duties were handled by Media Experts. Hill and Knowlton is handling the PR.
