Plant-based nuggets from Fry Family Foods won the Best Marketing Campaign prize during the World Food Innovation Awards ceremony hosted during the International Food & Drink Event (IFE) at London’s ExCel on March 25.
Fry’s, a global plant-based food brand that is part of Livekindly Collective, developed the innovative collaboration with Aardman and Netflix to launch the new special edition plant-based frozen nuggets in celebration of the long-awaited Chicken Run: Dawn of the Nugget movie.
“It was clear from the judges comments that Fry’s is deserving of the win, as the collaboration not only shows the consistent consumer demand for plant-based meat alternatives but also for spreading awareness on the negatives in the poultry farming sector,” said Dan Bunt, marketing manger for FoodBev Media.
Tammy Fry, Fry’s co-founder and global brand lead commented: “The recognition is huge for us. This collaboration was about bringing plant-based into the mainstream through the mass appeal and credibility of voices like Aardman and Netflix. We wanted to show plant-based as a new ‘normal’ by making it accessible to families all over the world. Currently the campaign is running in the UK and Australia and will soon launch in South Africa.”
Lucy Wendover, marketing director at Aardman, added:
“Our congratulations go to everyone at Fry’s for the breakthrough campaign they developed in collaboration with the Netflix release of Chicken Run Dawn of the Nugget. It was brilliant to be a part of the development of the creative elements, and seeing the packs roll out onto supermarket shelves.”
The new and improved nuggets are, like all of Fry’s products, 100% vegan and made from a mix of non-GM soy, wheat and pea protein. The nuggets are coated in a crispy golden crumb.
Fry’s new nugget was launched nationwide in the United Kingdom at Tesco, Iceland, The Food Warehouse and selected Spar stores, and in Australia at Coles outlets. The campaign will roll out in South Africa with the original Fry’s Chicken-Style Nugget in May, with more markets to follow.
The multi channel launch campaign featured awareness driving activity through paid social media advertising, extensive social media influencer collaborations, and online and outdoor advertising. This was supported by in-store communications with POS and digital media in launch stores. All regions ran competitions on their social channels to giveaway movie merchandise.
