Fray Bentos Social

Client

Fray Bentos

Services
  • Social
  • Campaign
  • Media
  • Design

Fray Bentos is a proper British icon: comfort food with nostalgic pull, famous for its pies and backed up by classics like meatballs plus newer “Meals in Minutes” microwave pouches.

But in a hot tinned meals category that can skew a bit “yesterday”, the job was to make Fray feel culturally alive again - proudly iconic, not dated - while keeping the product front and centre.

Fray Bento Campaign 1

The Challenge

After a period of inactivity, Fray Bentos needed to reignite its organic social presence and rebuild awareness across ​a broad 25–50 audience: both loyal long-time fans and younger, convenience-led shoppers.​

The work also needed to drive action and trial, helping reverse volume decline across the core range (especially pies and meatballs) while giving the newer pouch products a boost through simple, clear product education.​

And crucially, it all had to land in an unmistakably “Fray” tone: bold, nostalgic and tongue-in-cheek. More meme style WhatsApp energy than polished brand ad.

Fray Bentos Social Campaign 2

The Solution

We developed an organic-first content approach for Facebook and Instagram designed to consistently entertain, spark conversation and keep Fray feeling culturally present and relevant again. The creative leans into humour, banter and nostalgia, tapping into everyday “Great British” moments while making sure the product always earns its place in the post - reframing Fray as proudly iconic, not past-it.​

Alongside the laughs, we baked in a meaningful layer of product education: range call-outs, key info and availability, so engagement could translate into real consideration at shelf.

The work is ongoing, with early performance delivering standout engagement and strong client confidence in both the direction and results so far.

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