BRAND REPOSITIONING
Client: New York Fries
Campaign: Shazam Hack
CHALLENGE
New York Fries is a mid-sized QSR solely found in Canadian malls, where it competes with fast food giants. The key question, how to build relevancy and activate trial with their key target audience - teenage mallrats.
STRATEGY
The meals needed to show up in places and behaviours our teens already engaged with. We identified music as a key interest and another insight showed that they were always looking for hacks to get discounts.
CREATIVE
We transformed our ads into music videos, each inspired by one of our audience’s top three genres. Hidden within the lyrics were free fries. All they had to do was Shazam the song and unlock the QR-code coupon.
