Frylight Appoints SAMY as the First UK Social Agency of Record

Aug. 11, 2025

Frylight, the UK’s number one spray oil brand¹, has appointed global social-first agency SAMY as its first social agency of record. 

The appointment signals a significant commitment to social as a growth driver for the brand, focusing on brand awareness through community building initiatives and other tactics.

As Frylight enters a new era, with a major rebrand and packaging refresh hitting the shelves in July, the brand is intent on showing up where and when it matters with initiatives that are meaningful for core and new consumers, and ultimately drive purchase. 

SAMY’s appointment will also support Frylight’s broader ambition to move beyond functional benefits and into emotional resonance - celebrating individuality and self-expression and inspiring confidence in the kitchen. As food culture evolves on social media, from polished how-to content to more authentic, value-led storytelling that reflects real life, real people, and the joy of cooking together, Frylight is adapting its approach accordingly. 

Frylight will benefit from SAMY’s expertise in end-to-end social strategy and execution, delivering integrated, always-on campaigns that blend bold, creative influencer partnerships and meaningful community activations.

The agency will manage the brand’s channels and creative content for Instagram, TikTok and Facebook, utilising influencer marketing, community management and paid media. Visual and messaging guidelines will also be developed to reflect both the brand’s refreshed identity and its emotionally-driven creative approach.

All activity will be supported by SAMY’s performance-driven approach to ensure Frylight’s social efforts deliver measurable, real-world impact.

Joe Moring, Social Media Director at SAMY UK, said:

“Frylight is entering an exciting new chapter of growth, and we’re proud to be the first social agency of record for this household name. We’re tasked with proving the power of social to help the brand achieve its ambitious goals of engaging new audiences while strengthening loyalty among existing ones. Audiences today move fluidly across social platforms, and with SAMY’s intelligence spanning across the entire system, Frylight can engage with true focus and intention, delivering content and strategies that are meaningful, relevant, and evolve in real time to meet people wherever they are.”

 

Al Flynn, Global Senior Brand Manager: Oils at Saputo UK (Frylight’s parent company), added:

“Healthy cooking should never mean compromising on flavour or fun. With SAMY, we’ve found a partner that brings the strategic expertise, creative flair and cultural insight to help Frylight connect authentically with both loyal fans and a new generation of food lovers. Social media is central to our growth strategy. It’s where passionate home cooks come together to connect, experiment and find inspiration as they celebrate their love of food. Together with our bold new look, this partnership marks the start of a new chapter for Frylight.”