Creative agency Guy & Co has unleashed a new Fray Bentos campaign that’s as loud, proud, and gravy-drenched as the pies themselves after teaming up with internet legend Big John Fisher, aka The Boshfather.
The new push, dubbed ‘Bish Bash Bentos’, sees the viral takeaway connoisseur bring his “bosh” energy to the humble tinned meal. The aim is to fire up nostalgia among long-time fans while introducing a new generation of hungry consumers to the joy of cracking open a tin of meaty satisfaction.
From Fray Bentos pies to quick-hit meatballs and new protein-packed pouches, the campaign celebrates the full Fray Bentos lineup.
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The Boshfather can be seen in the ads mirroring his trademark sign off ‘bosh’ with the campaign’s rallying slogan “Bish Bash Bentos”. The ads show how quick and easy dinner with Fray Bentos can be, while also aligning with Big John’s loyal foodie followers.
The campaign spans OOH, social, digital audio, and in-store, with a second round dropping in November — complete with a Fray Bentos food van and boxing machine touring the Northeast.
“We’re absolutely delighted to be working with Big John,” said Jude Smart, Brand Manager at Fray Bentos. “He’s a brilliant cultural fit for Fray Bentos as he’s authentic, down to earth and passionate about good food. The Bish Bash Bentos campaign champions our core ranges and helps us connect with a new generation of hungry lads who love bold flavours and no-fuss meals.”
Michael Evans, Senior Art Director at Edinburgh-based Guy & Co, added: “Fray Bentos is an iconic brand that creates feelings of nostalgia for so many. We want to replicate this feeling for a new wave of people who we know will love the new products that are being launched. After all, who can say no to a steak and gravy pie that Big John himself has given his Bosh of approval?! We’ve loved creating this campaign to give an Unfair Advantage to an all-round brilliant brand like Fray Bentos.”
