A new player is entering the UK frozen potato market with a strategic social media campaign.
- Lamb Weston partners with SocialChain for its initial UK social campaign.
- The ‘Friesdance (What a Feeling!)’ campaign targets potato enthusiasts on Instagram and Facebook.
- The campaign aims to capture the attention of millennials with creative and engaging content.
- SocialChain, with its innovative approach, leads the campaign to boost Lamb Weston’s UK market presence.
The UK frozen potato market is witnessing a fresh entrant, Lamb Weston, which has collaborated with SocialChain to spearhead its introductory social media campaign. This initiative marks the beginning of Lamb Weston’s efforts to capture the UK’s attention, launching with an imaginative and lively campaign titled ‘Friesdance (What a Feeling!)’.
This campaign targets potato aficionados, especially millennials, and is launched on popular platforms such as Instagram and Facebook. By creatively adapting the Flashdance classic ‘What a Feeling!’, the campaign intends to resonate deeply with its audience. The use of relatable characters and engaging antics aim to establish a strong brand presence.
Filmed entirely on an iPhone in 4K, the campaign transports viewers to a supermarket freezer aisle, where a blend of joyous dance moves and playful scenarios unfolds. The diverse cast, comprising real people, brings authenticity and dynamism to the narrative, encapsulating the spirit of skin-on-fries.
Tom Bellamy of SocialChain emphasises the significance of first impressions, aiming to introduce Lamb Weston with a ‘social-first, people before platforms’ strategy. The objective is to not only showcase what Lamb Weston offers but also to infuse the brand’s personality into the campaign. Pete Evans from Lamb Weston highlights the importance of a campaign that stands out and is memorable among its target demographic.
As the initial UK social media endeavour for Lamb Weston, this campaign is part of a broader strategy to invigorate the frozen potato market amidst stiff competition. This launch is facilitated by SocialChain’s collaboration with Lamb Weston’s PR agency, Brazen, ensuring an effective and cohesive brand presence across various media platforms.
Lamb Weston’s innovative entry into the UK market through a dynamic social media campaign signifies its commitment to invigorate the frozen potato sector.