| Philosophie | Frylight, the original one-calorie spray oil and UK number one oil brand from Saputo Dairy UK, announces a brand-new digital marketing campaign created by Grey London, to build brand awareness and encourage the trial of spray oils amongst its target ‘healthy hackers’ audience. A departure from previous brand activation which has centred on dieters, the ‘Get Food Going’ campaign talks to the growing audience of consumers who are seeking better balance in their diet, looking for simple swaps or ‘health hacks’ they can make to cut down on unnecessary calories, without compromising on their food choices or following a restrictive diet. The campaign aims to show how fun, versatile and convenient cooking with Frylight can be, with at least 30% fewer calories and 30% less fat than regular oils, and to challenge engrained consumer behaviour which so often sees people reach automatically for pouring oil when prepping their meals. Initially running through to 1st May 2022 across paid social and online video channels, the campaign will be manifested through a series of fun, eye-catching animated videos in which food ingredients are brought to life with the help of Frylight. Each creative will showcase how just a few sprays of Frylight can be the catalyst to a range of easy to make and great tasting meals, and with one calorie per spray, help to support a healthier lifestyle. Grey’s creative idea is based on the truth that when it comes to meals, people want variety and inspiration, but they also want balance. Frylight answers that need with just 1 calorie in every spray. It's never been easier to enjoy the food you love in a lighter way. In a playful and vibrant way, each of our animated executions shows Frylight as the catalyst to tasty balanced dinners. With just a couple of sprays, Frylight 'Gets Food Going’. Kicking off with a pancake themed animation in celebration of Pancake Day (which takes place this year on Tuesday 1st March), the campaign launch is timed to support Frylight’s biggest annual sales peak. Anticipated to achieve 37 million impressions and reach over 4 million consumers across Facebook, Instagram and YouTube, the digital marketing campaign will also be supported with shopper marketing activity in Morrisons, Iceland, Asda, Sainsburys and Ocado to drive consideration at point of purchase. Since 2015, Frylight is the best-selling oil brand in the UK, boasting sales of 16.6m units per year, the equivalent to one bottle sold every two seconds1, and is undisputed leader within the spray oils sector, holding 70% volume share1. The brand has a retail sales value of £27.2m and is bought by more than one in five UK households1. |