Catch A Fire Creates Fry Family Food's Global Product Launch Campaign Post Pitch Win

Mar. 15, 2022

LIVEKINDLY Collective are launching a global campaign for the plant-based meat-alternative brand, Fry’s, in a bid to drive awareness of their new product, Popcorn Chick’n. The campaign is targeted towards the brand’s core audience, families, whilst also aiming to encourage a younger demographic, who are already immersed in QSR culture, to give plant-based a try.

Since their appointment in spring 2021, Catch A Fire have developed the Popcorn Chick’n launch campaign which will air from the 15th March onwards across YouTube, including connected TV strategies, OOH, selected press and social channels. All paid media has been planned and bought by the7stars.

How do you pop? It’s the question soon to be on everyone's lips, as the campaign shakes-up the plant-based sector and encourages unique ways to enjoy Fry’s Popcorn Chick’n, bringing the experience to life in a fun, vibrant and engaging way.

Currently stocked in Iceland and The Food Warehouse stores, Popcorn Chick’n is positioned as a tasty, easy, and accessible entry product to plant-based food, that anyone can enjoy, anywhere, anytime.

Craig Roderick, Creative Director at Catch A Fire, said: 

"As a long time veggie, and running an agency like Catch A Fire (ethical clients and business at its foundation), we jumped at the chance to work with Fry’s and LIVEKINDLY Collective. The Fry family started the company with animal welfare and healthy family eating at its heart with the belief that they could help the planet from around the kitchen table - a sentiment perfectly aligned with ours. For this campaign, we wanted to switch the narrative to lead with how fun and great the food is to eat, with the secondary messaging: it’s plant-based too. Fry’s Popcorn Chick’n is packaged in a cinema style popcorn box, it’s deliciously tasty and naturally prompts you to eat it in different ways, spawning the idea ‘How do you pop?’. We just had to have as much fun writing the campaign as people would eating the chick’n itself. Our hope is it gets lot’s more people interested in plant-based food and realising vegan certainly doesn’t have to mean boring - hopefully we’ve given it some pop."

 

Nicola Yates, UK Marketing Director, said: 

"At LIVEKINDLY Collective we're all about making plant-based eating the new norm, and our new Popcorn Chick'n certainly provides a great tasting plant-based alternative to a popular takeaway favourite, making that swap super easy. We know it’s going to be popular with families and adults alike, and we’re thrilled to have worked with Catch A Fire to develop a global campaign that brings to life the concept that plant-based doesn’t have to be boring, and can appeal to everyone! We love the fun and energy that comes across in the How do you pop? concept and look forward to seeing how everyone starts “popping”, both in and beyond the plant-based space."