Four friends give one great highway its due with a whole lot of fries.
The Trans-Canada Highway brings our great country together. From mile 0 in St. John's to mile 0 in Victoria, it truly connects us all. But unlike Route 66 in the U.S. it gets little to no attention. We thought it was time to get our highway the attention it deserves.
But how? By shining a spotlight on its most desirable feature... fries and gravy.
What We Did: Creative Idea / Writing / Design / Branding / Identity / Naming / Website Design / Social Media Strategy & Design / Video Production / Original Content Series
The highway has numerous independent chip stands, trucks, trailers and wagons serving bright red mud spuds out east to Yukon golden fries out west. These huts that serve tasty gravy-covered fries are what make the Trans-Canada Highway so unique and it’s exactly what people are hungry to learn more about.
To bring awareness to the highway, we created a seven-part original content series called The Trans-Canada Fryway.
The series followed four friends as they drove coast to coast exploring the great highway, amazing landscapes and landmarks — tasting, rating and reviewing all the delicious fries and gravy along the way.
The series received quite a bit of earned media attention. Nearly every media outlet in Canada covered the story, inspiring viewers to explore the great highway and amazing country for themselves.
We were even invited to sit down with Prime Minister Justin Trudeau for fries and gravy to celebrate Canada 150.
