Saputo Dairy UK has announces a brand new digital marketing campaign for its leading oil brand Frylight, the original one-calorie spray oil.
The ‘Get Food Going’ campaign aims to build brand awareness and encourage the trial of spray oils amongst its target ‘healthy hackers’ audience, in a departure from previous brand activation which has centred on dieters.
The 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.
“As consumers we’ve been ‘programmed to pour’,” Lea Zobernig, Frylight brand manager at Saputo Dairy UK, explains.
“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 US 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 from 21 February through to 1 May 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.
Kicking off with a pancake themed animation in celebration of Pancake Day (which took place this year on Tuesday 1 March), the campaign launch was timed to support Frylight’s biggest annual sales peak.
The digital marketing campaign is expected to achieve 37 million impressions and reach over 4 million consumers across Facebook, Instagram and YouTube.
