Big John, AKA The Boshfather, has starred in a new campaign for tin-based pie brand Fray Bentos.
Big John, real name John Fisher, rose to a middling level of internet fame through his videos where he orders quite remarkable amounts of Chinese takeaway food.
The campaign, ‘Big Bash Bentos’, was conceived by creative agency Guy & Co. It spans OOH advertising (including lorry sides), social media, digital audio as well as in-store POS.
In November, another activation will launch, where a branded Fray Bentos food van and boxing machine will go on tour across key cities and events in the Northeast, giving out hot Fray Bentos product samples and big flavour.
Jude Smart, brand manager at Fray Bentos, said: “We’re absolutely delighted to be working with Big John. 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 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.”
@boshtokk Mega order bosh #bigjohn #bosh #foryou #chinese ♬ original sound – BoshTok
System1’s Andrew Tindall is a fan of the campaign too, posting on LinkedIn:
“Brilliantly branded. A great fit for both. Funny. And if you know Big John, it works even harder.
“I’ve never considered eating a pie that looks like it would survive a nuclear winter. But if it’s good enough for John, I think I’d give it a go 😂
“What feels special is that Fray Bentos doesn’t have a big creative idea, creative platform, or huge TV ads. But Big John just did a bit of brand building for them.
“Creators are becoming brand builders accessible to all.”
