Why Are Burger King's 'Satisfries' Called 'Gratifries' in Canada?

Sid Lee Launches Spot Featuring the Low-Fat Fries

Published On
Oct 11, 2013

Editor's Pick

Canada: It really is a foreign country. At least, Burger King thinks so.

The fast-feeder's operations in the Great White North have decided that the Canadian consumer is different enough from the American consumer when it comes to french fries that it has given its new, low-calorie, low-fat "Satisfries" line not one but two completely different names in Canada.

In English-speaking Canada the french fries are known as GratiFries , while in the French-speaking province of Quebec, they have been given the name MagniFrites. Agency Sid Lee was recently appointed agency of record for Burger King's operations in Canada. To herald the launch of the new fries, it created a spot that itself is "trimmed" -- just like the fries -- down to its basics.

In the U.S., Satisfries are being promoted via a stunt by Mother New York that supposedly changed the fast feeder's name to "Fries King," in a few restaurants nationwide.

Credits

Date
Oct 11, 2013
Brand:
Burger King Canada
Client:
Burger King Canada
Agency:
Sid Lee

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Project Type