The opportunity
In April 2021, Fry’s commissioned a cross-channel campaign spanning radio, TV, influencer marketing, paid social and paid search. The brand wanted to engage flexitarian families looking to occasionally swap out meat for plant-based meals. Their goal: make Fry’s a familiar, everyday household name.
The solution
With COVID-19 impacting budgets and traditional launch formats, the campaign had to be entirely digital and interactive.
We used the reach and relevance of News24 Food (then Food24), the Food24 newsletter’s Meat-Free Monday recipe slot, Food24’s Instagram channel and the Parent24 website to create an integrated content solution.
This included six original recipe videos, banner ads, promoted articles, and polls asking readers to vote on their favourite family-friendly dishes. The tone was approachable, the recipes simple, and the message clear: making small, tasty swops is easier than you think.
The results
The Simple Swops campaign delivered over 2.5 million impressions and reached more than 1.3 million South Africans on social media. The six videos generated 978 hours of watch time in the first three months.
