Kids Won’t Eat Veggies? Bribe Them Shamelessly With Ore-Ida’s ‘Potato Pay’

Droga5 creates an ethics-be-damned life hack for parents

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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


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."