Fry’s Family Foods: #FlexiFryday

The Challenge

To generate national coverage of Fry’s new chilled range – all vegan products, ideal for those wanting to follow a plant-based diet. Generating national coverage of new food range is never an easy feat.  Timings were also tight, as was the budget.

 

The Idea

We advised the client to let us tell Londoners where they could get their hands on a free pasty. Hungry hordes could pledge to try a #FlexiFryday in exchange for a free lunch in Veganuary.

 

The Results

  • The stunt quickly secured coverage in the London Evening Standard, with the Mirror soon following suit
  • We went on to deliver blanket coverage across all key vegan titles, including Plant Based News and Vegan Food & Living
  • All told, we gave away over 500 pasties with dozens of office workers seeking us out having spotted the coverage in the national and food titles