A screen grab from Burger King's new 'Gratifries' campaign, by Montreal-based Sid Lee.
Montreal-based agency Sid Lee has been named Burger King's lead advertising agency in Canada. And its first task is to promote the fast food chain's new line of lower-fat fries.
An attempt to cater to weight-conscious customers, the product is known as Satisfries in the U.S. Last week, Burger King launching the product in Canada under the name GratiFries.
Sid Lee's partnership with Redberry Investments Corp., Burger King's master franchisee in Canada, was announced on Tuesday. The new ad campaign for the GratiFries product was launched last week, and will run through October. Before that launch, the brand's agency in Canada was Taxi.
Sid Lee is now in charge of "all offline and online branding efforts" for Burger King in Canada.
In a statement, Burger King's director of marketing in Canada, Alison Fletcher, explained that the brand was looking for a "strategic business partner" as much as a creative agency.
"Sid Lee demonstrated an approach to helping us transform the business in Canada by making a strong cultural, retail and product impact in the market," she said.