PR and social agency Democracy is serving up another brief for legendary British pie brand Fray Bentos to target Gen Z and reconnect with loyal fans.
The agency is launching three new pie flavours – Festive Turkey, Mac & Cheese and Chicken & Mushroom – along with the Meals in Minutes range, each bringing fresh flavour and flair to the classic Fray Bentos line.
The campaigns aim to reignite love for the brand among existing loyal fans, while also engaging a younger audience, aged 18-24, through its new ready-to-heat pouches in Chilli Con Carne, Pasta Bolognese, Chicken Tikka and Sweet & Sour Chicken flavours.
Once a store-cupboard staple and beloved comfort food for generations, Fray Bentos now embodies a challenger brand position and is on a mission to reclaim its place at the heart of the nation’s mealtimes.
Democracy, which has offices in Manchester and London, is tasked with supercharging brand awareness across media, social channels and celebrity partnerships, including amplifying its standout collaboration with Big John, ‘the Boshfather,’ a campaign created by Guy & Co.
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As part of the ‘Sleigh Bentos’ Christmas campaign, the brand has also unveiled its limited-edition Christmas jumper, bringing festive fun to fans old and new.
Jude Smart, brand manager at Fray Bentos, said: “The Democracy team impressed us with their energy, creativity and understanding of what makes Fray Bentos so special.
“This brief is an exciting moment for the brand as we look to reignite love and drive fresh relevance, and Democracy is the perfect partner to help us dish up something special.”
Jennifer O’Grady, CEO of Democracy, added: “Few brands spark as much nostalgia and affection as Fray Bentos, and our multichannel plan will remind the nation why it’s such a classic.
“Our campaign approach will combine bold creative, earned storytelling and influencer engagement to tap into nostalgia to ignite fresh passion for the brand with loyal fans and new audiences.”
Fray Bentos is an iconic British brand and staple of the pie world, with over 140 years of heritage. Born in Uruguay and raised in the UK, the brand continues to deliver proper grub for real appetites, with bold flavour, convenience and value across its range of tins and pouches.
