As an iconic British brand famed for its pies, Fray Bentos had a loyal but limited consumer base skewed towards older couples & singles.
We were tasked with repositioning the brand and making it relevant to a new generation. With new recipe pies and lunch pots ready to launch – combined with the covid-related boom in ambient products – we had our eyes on the pies…
Research amongst current & new target consumers led us to a proposition of pub-style grub at home, with an opportunity to dial up the functional benefit of easy, tasty fuel and emotional benefit around no-nonsense man-food.
Moving into relaunch campaign planning, we needed a big content idea to land the cheeky brand personality and cause a stir across owned & earned channels. Introducing Ray Bentos: Pub Shed Landlord – a Fray Bentos superfan, and that guy that everyone knew (or saw on social) during lockdown. Delivering cheeky banter synonymous with British pub culture.
Our ‘Time for a Cheeky Bentos’ campaign is now launching across paid social, digital partnerships and shopper.
It’s already helped a confident retail sell-in to secure new listings. Get in my son.