The french fry chain's first-ever full-page print advertising campaign was created by zig, its Toronto-based agency-of-record for five years. The ads stress New York Fries’ commitment to a fresh, natural product by juxtaposing real fries with exaggerated character portraits of people who have embraced fake stereotypes.

"This campaign is a real departure from our traditional marketing of a fries 'beauty shot'," says Jay Gould, president, New York Fries. "By juxtaposing our real fries against fake breasts, nails, hair, botox and toupees, we are educating Canadians that New York Fries are made from real potatoes and are cooked in non-hydrogenated, trans fat free sunflower oil. No preservatives, no coatings - just real, fresh ingredients."

"By exaggerating the real vs. fake messaging in a comical yet truthful way, the advertising stands out as provocative and educational," says Andy Macaulay, zig president and CEO. "Reiterating the tagline of 'REAL. FRESH. FRIES' further simplifies the brand's core attributes as a premium, quality product."

The campaign represents a departure from New York Fries' past approach to advertising. The 25-year-old Canadian company has never featured images of people in its advertising efforts, eschewing individuals for images of its product, and advertising was typically placed on mall boards to hit a broader target audience. In addition to showcasing the contrast of fake people with real fries in the current campaign, creative executions will appear in magazines throughout Canada, including Chatelaine, Hello, Flare, Canadian Living, People, Style at Home, and Canadian House & Home through May/09, specifically targeting women ages 25 - 49 who are key influencers in their households.

Point-of-sale will also support the print advertising.

Creative team on the campaign at zig includes: Martin Beauvais, executive creative director; Allan Mah, art director; Jason Buback, copywriter; Michael Graf, photographer.

Media is handled by Media Experts.