Fray Bentos is a name that has been synonymous with good honest hearty grub, loved and enjoyed by generations of British families over the years. But it’s fair to say that food tastes and trends have evolved, and Fray Bentos approached us to help reinvigorate the brand and set a new agenda for it moving forward, carving a new role out in modern day Britain.
Our work with Fray has seen us reposition the brand as the ‘Feel Good Food’ in your kitchen. The product you turn to after a hard days graft, guaranteed to put some warmth in your belly, and a smile on your face.
We then took the brand to the TV screen, with a year-long sponsorship of late night programming on ITV4. A perfect home for the brand, we then looked to great Feel Good feelings by creating a series of tongue-in-cheek idents featuring a new, straight-talking hero, saying it like it is. His compulsion for an honest response is only second to his compulsion for tasty pie and a bit of good, old-fashioned, honest tele.