Making plant-based food accessible and fun
Challange
In a hugely burgeoning plant-based space, at the time there weren’t many options geared towards children and families. Fry’s needed to take advantage of the cultural context and launch their NPD– Popcorn Chick’n at the same time as generating brand recognition in the UK where they had relatively low awareness.
Insight
For parents, convincing your kids to try something new can be a big challenge (especially something plant-based). The product format is fun in itself and plays into known convenience food trends. So, why not leverage it to grab the attention of parents that want to introduce more meat-free meals as weeknight dinners?
Solution
With something this fun and this tasty, pleasing the whole family at dinner time is easy. How do you pop? is a vehicle to show just how fun and accessible Fry’s Popcorn Chick’n is, using relatable personas and eating occasions to show that it’s a product that spans from snack through to proper meal and it can be enjoyed by all. It was activated across OOH, YouTube ads, social and press.
Results
1.5m
Impressions
230k
Video veiws
10k
Clicks
