Frys: Put Your Beef Aside
An integrated campaign for Fry's Family Foods.
The Brief:
Create a digital based campaign to promote both Fry's as a brand as well as Veganuary.
The Insight:
People fear change.
The Solution:
A fun and relatable campaign, asking both meat eaters and vegans to "Put their beef aside" for Veganuary, using Fry's as an alternative.
Recipes with familiar recipes using Fry's instead of regular meat were positioned in supermarkets, reminding consumers that they will not have to sacrifice their favourite flavours during Veganuary.
Influencer packs containing everything needed to create the best Fry's Burgers were sent to some of South Africa's favourite influencers - showing their followers just how easy it is to, "Put the Beef Aside".
Fridges were cleared, making space for shoppers to literally, "Put their beef aside" when they realise the convenience, affordability and positive impact of Fry's - along with some reasons why shoppers choose Fry's.
