New York Fries (NYF) is thrilled to introduce the world’s first “Shazam-able” delivery discount through a custom electronic dance music (EDM) song, “Pulled Pork Poutine”. Currently showcased on major music platforms, the song celebrates the return of the beloved Pulled Pork Poutine to menus across Canada after being removed in 2020 when the pandemic hit. The undeniably catchy EDM track is a 2-minute-long version of a 15 second ad currently running on TV, digital and social media.
The delivery discount, which is offered via food delivery service, DoorDash Canada, is woven into the track itself with the discount code inserted into the album cover art. When listeners Shazam the song, they will be able to download it on their preferred streaming platforms, like Spotify or Apple Music, and access the DoorDash discount code. The exclusive offer, $5 off a minimum spend of $15, is available for a limited time on NYF purchases through the app. NYF is proud to pioneer this form of streaming and saving by embedding a delivery discount code through custom music for Canadians. This ad is part of a larger campaign, “Give Your Taste Buds Something to Sing About”, which launched in 2021 with Juniper Park/TBWA, the brand’s creative agency of record since 2011.
“The New York Fries brand has always embraced trends, pop culture and humour as key pillars in our marketing strategy,” says Alyssa Berenstein, Marketing Director, New York Fries. “We absolutely fell in love with the EDM script and music that Juniper Park/TBWA presented and wanted a fun, engaging way to extend this beyond a 15 second ad. We also know that EDM music continues to grow in popularity and that consumers are craving multisensory experiences, so we’re thrilled to spearhead this new method of sharing discount codes and innovate new ways to promote our fresh cut fries, perfect poutines and loaded dogs to Canadians.”
The Pulled Pork Poutine rollout is also supported with paid and organic social content, an influencer campaign, e-marketing initiatives and in-store creative, with social and influencer content managed by integrated marketing agency, Zeno Group Canada, media buying by Genuine Retail Media (GRM) and in store graphics by JUMP Branding + Design.
The iconic Pulled Pork Poutine, featuring a mouthwatering blend of spicy and smoky flavours and NYF’s signature real Quebec cheese curds, is now available at all NYF locations across Canada. To get your tastebuds singing, follow @newyorkfries on Instagram. Access the full version of the “Pulled Pork Poutine” anthem and the DoorDash discount code now on Spotify and Apple Music.
