TORONTO—A Toronto-based design agency has put a different spin – more accurately, a political spin – on a branding campaign for a fast-food chain.

Blammo Worldwide has set the stage for a monumental showdown between Arby's homestyle and curly fries. In light of the federal and provincial elections this year, the creative agency decided to get political and has created two 'parties' (and websites for each) representing both types of fry lovers – Homestyle Alliance of Canada, and its rival, Curly Coalition of Canada.



The campaign comes complete with political attack ads — for example, the Homestyle Alliance states on a poster, "Curly is just another way to say crooked."

And so far, according to Andrew Simon, chief creative officer for Blammo, crooked is getting the bulk of votes through Facebook. "Canada so far is leaning curly, homestyle has to make a comeback," said Simon with a chuckle. "A lot of people love their curly fries."

The Homestyle Alliance has its own words to sprinkle salt in its opponent's wounds: "Curly fries are shaped like tornadoes. And tornadoes are dangerous."

The attacks don't stop at posters; Blammo also created videos for both parties to help them throw each other in the fryer. Voters can also follow Twitter feeds of both the Curly Coalition and Homestyle Alliance.

The campaign went live yesterday and voting ends Oct. 22, when the winner will be announced, said Simon. Following Oct. 22 there will be a "surprise," but he wouldn't leak the insider information. But he did share that someone will be rewarded for voting with free fries for a year.

The campaign posters can be seen at some Arby's locations, however the campaign hasn't received any television exposure yet. "We want to see where the momentum goes," said Simon.

Blammo, a relatively new agency, worked on the Arby's campaign for about three months, said Simon. "We're looking at this as more than a promotion, it's more of a brand-building. We're coming off of the Harper election, and we know that other elections are happening this year, we knew this was a great platform to work off of. But we have to have fun with it."