Fry Family Foods has launched Plants on Fire, a new campaign to showcase its range of vegan sausages and burgers and invite consumers to discover the “healthier, meat-free alternative” to the traditionally meat-focussed National BBQ Week (30 May – 5 June 2016).
Fry’s products are created using proteins derived from grains, legumes, rice and superfoods. As well as being non GM, free-from hormones, antibiotics and chemicals, the company said its award-winning family recipe of natural spices and seasonings make the products absolutely unique and delicious.
To encourage consumers to experiment with a meat-free diet, the brand’s first UK campaign sees the release of the Plants on Fire cookbook which will be available to download on the Fry’s Family Food UK website from 1 June.
To kick-start the launch of the campaign, Fry’s has teamed up with free runner, and lifelong vegan, Tim Shieff to launch a competition asking the Fry’s customer base to upload their images of their favourite Fry’s meals across social channels using the hashtag #plantsonfire. The winners will be invited to join Tim and the Fry’s team, at Fry’s own Plants on Fire BBQ at Huggletts Wood Farm Sanctuary in June.
Further offers and competitions will follow throughout the summer including a chance to win a BBQ worth £300 in partnership with The Cooks Store.
Activities, recipes and news of the campaign will be the focus of Fry’s social media content through the summer.
Tammy Fry, International Marketing Director for Fry’s Family Foods, commented: “We are excited to introduce our first ever UK campaign with the aim to increase brand awareness amongst consumers in the UK who are looking to cut down their meat consumption, not just the vegetarian and vegan community.”
“BBQ Week is the perfect catalyst, in the UK BBQs have always been traditionally meat-focussed so we hope to ignite interest and intrigue in plant-based alternatives – it’s not just about your basic veggie burger or sausage! With the rise of ‘flexitarianism’ and it being a big trend for 2016, we wanted to create a memorable and impactful campaign which captures this audience and educates consumers that BBQ Week isn’t just for meat-eaters.”
“We’re incredibly excited to be leading the campaign for a meat-free BBQ and to help give consumers something of value and welcome new fans to the world of Fry’s Family Foods.”
Supporting the campaign will be more traditional advertising in selected vegan and vegetarian press titles from June – August. This integrated marketing campaign includes press advertising, digital display, PR and social media.