An introduction campaign for the crunchiest fries ever
In the world of fries, 'crunchy' is the golden quality that everyone’s looking for. Because the crunchier the fry, the longer it stays warm, the better it performs in delivery, and the tastier they are, even if you don’t eat them right away. At Lamb Weston they had been working on a secret, new coating for some time. Fries so crunchy that they sharpen all your senses! Of course we got a taste at GI to find out how crunchy ‘REALLY Crunchy’ really is. Everything for a good cause as we had to think about what kind of campaign we would make to give this crunchy bad boys a big stage!
The crunch in the spotlight
The crunchy bite of Lamb Weston's new fries is groundbreaking. Did you know that they measure this crunchiness, based on the sound? The number of times you hear a 'crack' when you grind a fry between your molars determines how crunchy it is. And with these fries you heard twice as many 'crunches' as with the competitor! So, we knew that this product should not only be seen, but also heard! That’s why we emphasized that in the campaign.
The sound of the crunch
We made several proposals to convey the sensational crunch. Proposals that stood out, but also fitted Lamb Weston, and would appeal to multiple senses. Eventually, we used the true sound of the ‘crunch’, in combination with a campaign background to visually support that sound. This way, we had the right ingredients to create a teaser with stopping power
Defining campaign images
Because Lamb Weston was launching its new product internationally, it was essential to create a variety of the campaign images. After all: a model that does well in Scandinavia appeals less to people in Saudi Arabia and vice versa. We looked through different databases and chose models that matched the market, the brand and the new fries. Models with character, who pop off the screen with the same energy as the fries are crunchy, if you get what we mean! We then prepared a briefing for the photographer in which we described what we wanted (from background to facial expression!) very clearly. On the day of the shoot we took it upon us to do the art direction and immediately select the most striking images. That way, we created all the necessary resources for the campaign, which attracted attention both online and offline. From online ads and a landing page to canvases for the exhibition stand and a variety of merchandise.
The success quickly showed, as REALLY Crunchy Fries has made quite a name. The campaign even won an internal award! But, most importantly, the foodservice market has really embraced the product. And, in the end, that's what it was all about!
