NYF asks: Do you want EDM with that?

As we’ve learned from Burger King’s insanely catchy “Whopper Whopper” earworm in recent months, a good jingle can get lodged in people’s head as if placed there by Khan himself. (Seriously, I found myself mindlessly humming that stupid song for days after first writing about its arrival in Canada earlier this year).

Canadian QSR chain New York Fries seems to have taken that to heart with a new EDM song called “Pulled Pork Poutine,” which is a key element in a new campaign celebrating the return of Pulled Pork Poutine to its menu after being removed in 2020.

The program is part of the broader “Give Your Taste Buds Something to Sing About” campaign, which was developed by NYF’s agency partner Juniper Park/TBWA in 2021.

Currently streaming on Spotify and Apple Music, the two-minute song is set to a thumping EDM beat and features couplets like “Fries, fries falling from the sky. Why oh why do fries fall from the sky? Because Canada… loves poutine,” and “Look away vegans, here’s the pork.”

So the original song from Oso Audio isn’t exactly “Yesterday,” but still probably the catchiest song to mention gravy since, well, Yung Gravy’s “Satisfy Your Gravings” work for KFC last year.

The song can also be heard in a 15-second spot currently running across TV, digital, and social, and for anyone curious about what exactly they’re listening to, Shazaming the song brings up the song title and a coupon code for $5 off any NFY order above $15 on DoorDash (the song actually contains an audio cue at the 1:40 mark: “Shazam this and get a discount. Get a coupon and get fed in your face at your place. Delivered with Doordash, baby”).

New York Fries is calling it the “world’s first ‘Shazam-able’ delivery discount through a custom electronic dance music (EDM) song,” and, hey, good luck disputing that claim.

NYF marketing director Alyssa Berenstein said the chain has always embraced pop culture and humour as key pillars of its marketing strategy, and “absolutely fell in love” with the script for the 15-second ad. It  was seeking a fun and engaging way to extend it beyond a 15-second spot, she said.

We also know that EDM music continues to grow in popularity and that consumers are craving multi-sensory 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.”

Social and influencer content for the campaign is managed by Zeno Group Canada, with media buying by Genuine Retail Media and in store graphics by JUMP Branding + Design. 


Chris Powell