Popular plant-based food brand, The Fry Family Food Co, launched their first out-of-home (OOH) campaign in Australia promoting vegan food with “Veg and three veg” alongside their latest 100 per cent plant-based burger, The Big Fry Burger. The new campaign was launched via Clemenger Brisbane.
Doubling down on their brand presence in Australia, Fry’s adverts are displaying on multiple billboards and digital screens rolled out in Brisbane from March until the end of April 2021.
International Marketing Director Tammy Fry says, “We are all about inspiring people to make changes for their health, the environment and the welfare of animals. We’re leading the charge with accessible and delicious plant-based products for all consumers – from omnivores, flexitarians and pescatarians to vegetarians and vegans.”
“There has been a massive shift in consciousness worldwide. The entire supermarket industry has watched as plant-based sales have grown at a far greater pace than some of the other food categories.”
“We can see in our own sales figures and in the growth of our company – the industry is changing at a rapid pace. We’ve had double digit growth year on year and with our partnership with the LIVEKINDLY Collective and our launch into the US market – and we’re likely to continue the trajectory.”
A 2019 Deloitte Future of Food report predicted that Australia’s vegan food sector, currently worth $136 million, will contribute almost $3 billion in domestic sales by the end of this decade.
The new campaign was launched via Clemenger Brisbane.
Agency: Clemenger BBDO Brisbane
Creative Directors: Marianne O’Brien – Creative Director, Cristian Staal – Creative Director
Client Service: Christine Gannon
Studio: Sally Devers & Nigel Harvey