A marketing campaign for plant-based nuggets from Fry Family Foods has been awarded Best Marketing Campaign in the World Food Innovation Awards.
The ad was timed to coincide with Veganuary as well as the arrival of the nuggets into retail and the launch of the Chicken Run 2 movie, which touches upon issues thought to inspire many viewers to consider the concept of veganism.
The campaign win was announced at an award ceremony at IFE (International Food and Drink Event) at London’s ExCeL this Monday the 25th of March. The brand belongs to the LIVEKINDLY group, as does Sweden’s Oumph!, which similarly received a marketing accolade in 2022 with its famous Human Meat campaign for Halloween, which again causes the public to question their choices and recognise the disconnect and cognitive dissonance that takes place when people eat the flesh of animals. Oumph! was awarded the Silver Prize at the Cannes Lions Festival for the Plant-based Human Meat campaign.
“We wanted to show plant-based as a new ‘normal’ by making it accessible to families”
“This recognition is huge for us”, says Tammy Fry, Fry’s co-founder and Global Brand Lead. “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.”
Spreading awareness of the negatives in poultry farming
Dan Bunt, marketing manager for FoodBev Media commented on the success: “It was clear from the judges’ comments that Fry’s is deserving of the win for Best Marketing Campaign, 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”.
Lucy Wendover, marketing director at Aardman, producer of the Chicken Run film, comments: “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. A great partnership, and we at Aardman are proud to have been a part of something so new to the plant-based category.
“This was such an exciting campaign to work on with the creative richness of the characters and the storytelling throughout the film it was truly a pleasure to bring this to life in the meat-free aisle and across multiple media channels”, says Nicola Yates, head of marketing at Fry’s and LIVEKINDLY Collective in the UK. 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.”
Chicken Run: Dawn of the Nugget is available to watch globally on Netflix.
