Ad of the Day Kids Won’t Eat Veggies? Bribe Them Shamelessly With Ore-Ida’s ‘Potato Pay’ Droga5 creates an ethics-be-damned life hack for parents By David Griner|July 13, 2018 Share By David Griner|July 13, 2018 Share Parents are constantly torn between two contradictory principles—standing firm and picking your battles. And for those with picky eaters, dinner time is often when these maxims come to a head. But what if you could have it both ways? What if you could bribe your kids to eat their meals while still feeling like you’re following a solid parenting rule? Ore-Ida and agency Droga5 have your back. In honor of today being National French Fry Day, the frozen-food brand has launched “Potato Pay,” which takes the idea of bribery and rebrands it with a more morally acceptable name. Is it ethical? Is it good parenting? Droga5’s hilarious launch spot encourages you not to think to hard about it: It’s a pretty simple system: use french fries as currency in a daily dinner bribery scheme. The exchange rate is up to you. As examples, the brand suggests “one bite of chicken = one fry, a mushroom = three fries, and a spoonful of quinoa = five fries.” If you’re a fry lover, clearly you need to invest in some quinoa futures right now so you can buy low and sell high. CREDITS: Client: Ore-Ida Campaign: Win At Mealtime Title: Potato Pay Agency: Droga5 NY Creative Chairman: David Droga Chief Creative Officer: Neil Heymann Executive Creative Director: Kevin Brady Group Creative Director: Justin Ruben Senior Copywriter: Tom McQueen Senior Art Director: George McQueen Creative Technologist: Brian Moore Group Design Director: Rich Greco Designer: Dan Pulito Director of Film Production: Jesse Brihn Executive Producer, Film: Kyle Wright Producer, Film: Jacob Vogt Director of Business Affairs: Jocelyn Howard Senior: Business Affairs Manager Shaunda Slade Co-Directors of Interactive Production: Tasha Cronin, Justin Durazzo Associate Producer: Interactive Colin Neff Director of Art Production: Cliff Lewis Executive Producer, Print: Alyssa Dolman Associate Producer, Art: Elena Baxter Junior Producer, Print: Abraham Nowels Retoucher: John Clendenen Co-Head of Strategy: Colm Murphy Group Strategy Director: Jonathan Gadd Strategist: Newman Granger Head of Communications Strategy: Dean Challis Senior Communications Strategist: Mariel Milner Group Data Strategy Director: Andea Campbell Senior Data Strategist: Josh Gordon Group Account Director: Frank Renwick Account Manager: Tori Pierce Associate Account Manager: Abby Vigdor Project Manager: Tessa Muchura Legal: Sarah Fox Client: Ore-Ida Jennifer Healy, VP Brand Building, Frozen Foods Nicole Kulwicki, Director, Brand Build, Heinz Condiments & Sauces Sarah Barnes, Brand Manager, Ore-Ida Production Company: World War Seven Director: David Shafei Director of Photography: Bryan Newman Executive Producer: Josh Ferrazzano Head of Production: Megan Pfaffenroth Line Producer: Michael Mitchell Production Supervisor: Nick Woods Casting: Bill Bailey Casting Editorial Company: Mackcut Executive Producer: Gina Pagano Editor: Ian Mackenzie Assistant Editor: Mike Leuis Producer: Sarah Cassell Postproduction: Schmigital Flame: Jimmy Hayhow Animator and Flame Assist: Kaitlyn Jackson Producer: Sarah Cassell Music: Found Objects Partners: Jay Wadley and Trevor Gureckis EP: Jennie Armon Senior Producer: Matt Nelson Sound: Heard City Mixer: Philip Loeb Color: Company 3 Colorist: Jaime O’Bradovich Producer: Kate Aspell Photographer: Beth Galton Illustrator: Iain D. Burke Interactive Production: Second Child Director of Technology: Manny Vivoda Senior Interactive Developer: Michael Hejja Senior QA Analyst: Alexis Augustin Adweek Adweek