TribalWorks

New York Fries, which I learned today is Canadian and has no locations in the US, has launched a new campaign targeting women

The new effort from Toronto-based New York Fries charts a novel course for fast food, targeting women ages 25 to 49 via ads in magazines like Chatelaine, Hello!, Flare, Canadian Living, People, Style at Home and Canadian House & Home.

The campaign, dubbed “Real Fries in a Fake World,” aims to establish the authenticity of New York Fries ingredients. In the creative, produced by Toronto-based Zig - New York Fries’ AOR for five years - real potatoes are portrayed among fake goodies.

The commonly held view is that women are becoming more health cautious so it is certainly very gutsy for them to be actively targeting women.  Although, I have a feeling that this may actually work and be a successful campaign.

It is too common for companies to go with the prevailing trend of the day.  The most recent popular trends companies are jumping on are ‘Being Green’ and ‘Healthy Lifestyles’.  Too often companies do not think about the people who do not fully buy into these trends - the anti-tribe.  Sure people want to be environmentally cautious, but they also don’t always want to walk half a block to pick up a jug of milk.  People want to be healthy, but they enjoy the occasional chocolate bar or cheeseburger.  This leaves a gap in the number of companies addressing a particular need or desire.  In this case, the NY Fries ads will probably be the only ones in those magazines advertsing an unhealthy snack - thus getting people’s attention.

Sure fires are not very healthy.  But so what?  Enough people tell them what to eat and how to look.  Many women may find it refreshing that NY Fries connects with their inner self who really wants a cup of fries every now and then.