Plant-based brand Fry’s collaboration with Aardman and Netflix wins global innovation marketing award

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The plant-based nuggets from Fry Family Foods has been awarded Best Marketing Campaign in the World Food Innovation Awards.

Fry’s, a global plant-based food brand that is part of LIVEKINDLY Collective, developed the innovative collaboration with Aardman and Netflix to launch their new special edition plant-based nuggets in celebration of the long-awaited Chicken Run: Dawn of the Nugget movie.

The campaign win was announced at an award ceremony at IFE (International Food and Drink Event) at London’s ExCeL.

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.

Just in time for Veganuary, Fry’s new nugget was launched nationwide in the UK in Tesco, Iceland, The Food Warehouse and selected Spar stores and in Australia in Coles. 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 paid social media advertising, extensive social media influencer collaborations as well as 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.

“This was such an exciting campaign to work on with the creative richness of the characters and the storytelling throughout the film,” said Head of Marketing at Fry’s and LIVEKINDLY Collective in the UK Nicola Yates. “It was truly a pleasure to bring this to life in the meat free aisle and across multiple media channels.

“This was a great opportunity for Fry’s to lead the conversation amongst families about making a choice towards plant-based eating and we really hope that through our collaboration with Netflix and Aardman, we contributed to more families considering a swap to plant-based nuggets.”