An Overview
How do you get lads – young and old – to fall back in love with a great British brand that’s gone a bit stale of late?
Fray Bentos was seen as culturally past its sell-by date. But our research showed there was still affection for Fray and its convenient, tasty, no-nonsense food. We just needed to heat up that latent nostalgia and move Fray from butt-of-the-joke to in-on-the-joke.
We couldn’t beat rival brands on budget. But we could beat them on banter. Something our audience appreciate much more than ads. So we enlisted Big John – aka The Boshfather – to front our cheeky campaign. With a catchphrase that’s shorthand for ‘nicely done’, Big John’s a perfect fit for proper comfort food. A down-to-earth spokesmen and cult figure with our target audience of British lads, lads, lads.
Record volume market share - the highest in the last three years
Increase in base volume sales
Unique users reached
