Simple swops for meat-free favourites

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Case study: Fry’s Simple Swops

The Fry Family Food Co’s communications team reached out to Food24 to help them share how easy and delicious it is to add plant-based alternatives to your daily life.

The Fry Family Food Co is a market leader in the vegan food category in South Africa and beyond. The work they’ve done with NGOs, activists, advocacy groups and vegan influencers has meant that they’ve been at the forefront of the vegan movement in many territories.

New Media’s collaboration with Fry’s began in Veganuary 2019. Their communications team reached out to our Food24 team to help them share how easy and delicious it is to add plant-based alternatives to your daily life – whether it be for wellbeing, environmental concerns or personal beliefs.

The challenge

In April 2021, Fry’s commissioned a campaign strategy that spanned radio, TV and influencer marketing, with a strong spend on paid search and paid social. The strategy aimed to reach flexitarians and parents who were looking to occasionally add meat-free alternatives to their families’ diets. It had to deliver content that captured the audience and establish Fry’s as an everyday household brand.

The solution

The Fry’s campaign had to be interactive and fully digital because of the impact of COVID-19 on budgets and traditional launch materials. Our team used the Food24 website, the Food24 newsletter’s Meat-Free Monday recipe slot, Food24’s Instagram, and the Parent24 website to install promotions through video, banner ads, recipe articles, and polls to determine South Africa’s favourite family-friendly recipes.

The results

The Simple Swops campaign delivered more than 2.5 million impressions, reaching more than 1.3 million South Africans across social media. The six recipe videos that were created especially for the campaign generated 978 hours of watch time in the first three months.

We have broken the sales record for our nuggets, just off the back of the Simple Swops campaign. Our Food24 campaign was a BIG part of that. Thank you for all the amazing work – love working with you!”

Genevieve Cutts, Global PR & Communications Manager: The Fry Family Food Co
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