We’ve just launched a new Fray Bentos campaign, ‘Bish Bash Bentos’ featuring internet sensation John Fisher aka Big John Fisher / The Boshfather.
Famous for his viral takeaway videos, The Boshfather has teamed up with Fray Bentos to inject fresh energy into the hot tinned meals category. The campaign is all about reigniting love from loyal fans who grew up with the brand, while connecting with a new generation of hungry lads looking for bold, satisfying meals that deliver. Highlighting the full portfolio was key. Fray Bentos pies are legendary, meatballs deliver a quick and affordable family meal solution while the new range of pouch meals offer protein-packed fuel for life on the go.
To showcase the quality and comfort of the products in a fun, relatable way, self-proclaimed food consultant The Boshfather can be seen in the ads mirroring his trademark sign off ‘bosh’ with the campaign’s rallying slogan “Bish Bash Bentos”. The ads show how quick and easy dinner with Fray Bentos can be, while also aligning with Big John’s loyal foodie followers.
The campaign spans OOH advertising (including lorry sides), social media, digital audio as well as in-store POS. In November, another activation will launch, where a branded Fray Bentos food van and boxing machine will go on tour across key cities and events in the Northeast, giving out hot Fray Bentos product samples and big flavour.
Jude Smart, Brand Manager at Fray Bentos, said: “We’re absolutely delighted to be working with Big John. He’s a brilliant cultural fit for Fray Bentos as he’s authentic, down to earth and passionate about good food. The Bish Bash Bentos campaign champions our core ranges and helps us connect with a new generation of hungry lads who love bold flavours and no-fuss meals.”
Michael Evans, Senior Art Director at Guy & Co, adds, “Fray Bentos is an iconic brand that creates feelings of nostalgia for so many. We want to replicate this feeling for a new wave of people who we know will love the new products that are being launched. After all, who can say no to a steak and gravy pie that Big John himself has endorsed?! We’ve loved creating this campaign to give an Unfair Advantage to an all round brilliant brand like Fray Bentos.”
Want to take a closer look? Check out the work here. BOSH.