Frylight Launches New Digital Marketing Campaign For Pancake Day With Grey London

Mar. 01, 2022

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.

Lea Zobernig, Frylight Brand Manager at Saputo Dairy UK, explains:

"As consumers we’ve been ‘programmed to pour’. In the UK, pouring oils are used by 90% of households and for many, are a default cooking behaviour which can add hidden calories to meals. We believe there is significant headroom to grow penetration of spray oils as an alternative, lighter way to cook, as evidenced by more developed markets like the U.S. where spray oils are used by over half of all households. As the UK’s original 1 calorie spray oil and clear market leader, Frylight is perfectly placed to lead this change and with health top of mind for many as we emerge from the COVID-19 pandemic, the time is ripe. Our new Frylight creative platform seeks to disrupt this autopilot behaviour and put spray oils, and Frylight, firmly on consumers' radars."

 

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.

Zobernig continues:

"The top selling occasion of the year for Frylight and a key opportunity for us to encourage new shoppers to trial our range of spray oils, Pancake Day offers the ideal timing to launch our new campaign. We’re incredibly proud of the work of our creative agency partner in developing this campaign and are confident the disruptive animations will stop the scroll and engage consumers, encouraging them to give Frylight a try!"

 

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. 

Terry O’Neill & Angela Harding, Creative Directors at Grey London, added:

"The latest brand campaign for Frylight in the UK set out to change the perception of the brand and take it away from being a ‘weight watchers, diet only product’ and make it the go-to for people wanting to kick start their healthy eating. Food advertising tends to take itself a little too seriously at times, so we set out to create a little bit of fun with a message."

 

O’Neill and Harding went on to say:

"We decided to go down the animation route as we wanted to really bring the energy of our new platform 'Get Food Going' to life. When we started playing around with the product at the development stage the campaign idea presented itself. The spray into a frying pan almost acts like the starters gun in a race, kicking off the excitement that follows. The amazing work that Jelly and animators Kitchen have done has surpassed what we ever thought it could be. They have brought real charm and cheekiness to the work that will help it stand out in social. And the attention to craft is great too. The 'stippled' effect of the Frylight spray has carried through to the shadows in each animation. Making the visual style more unique and branded too. We hope people get as much joy from these little gems as we do. Enjoy!"