The opportunity
Fry’s wanted to raise awareness of their rice protein chia nuggets, mini chipolata rolls and plant-based meatballs – products designed with children in mind. They commissioned a campaign that would combine social video with relatable storytelling to show parents just how tasty meat-free meals can be, even for picky eaters.
The solution
Our Food24 team created a light-hearted “blind” taste test video where children eagerly tried Fry’s products and reacted honestly on camera. These charming “influencers” shared their genuine, unfiltered opinions as they tasted familiar meals expertly recreated with Fry’s plant-based alternatives.
To give the campaign depth, we surrounded the video with complementary messaging about the benefits of plant-based eating and accessible, nourishing food choices for families. The content was published across YouTube, Facebook and Instagram, with additional video and ad support.
The results
The campaign reached 8 000 people on Instagram and 44 000 on Facebook, while the videos became the most liked content on Food24’s YouTube channel in 2021. Most importantly, Fry’s reported a 20% increase in sales of their nuggets during the campaign period.
