Saputo Dairy UK has launched a new digital marketing campaign for Frylight to build brand awareness and encourage trial of spray oils among its target ‘healthy hackers’ audience.
A departure from previous brand activation which has centred on dieters, the ‘Get Food Going’ campaign talks to a 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 and to challenge engrained consumer behaviour which so often sees people reach automatically for pouring oil when prepping meals.
Initially running to 1 May 2022 across paid social and online video channels, the campaign features a series of fun, eye-catching animated videos in which food ingredients are brought to life with the help of Frylight.
Anticipated to achieve 37 million impressions and reach over four million consumers across Facebook, Instagram and YouTube, the digital marketing campaign will also be supported with shopper marketing activity.
