Plant-based nuggets from Fry Family Foods has been awarded Best Marketing Campaign in the World Food Innovation Awards.

Fry’s, a global plant-based food brand that is part of LIVEKINDLY Collective, developed the innovative collaboration with Aardman and Netflix to launch their new special edition plant-based nuggets in celebration of the long-awaited Chicken Run: Dawn of the Nugget movie.

The campaign win was announced at an award ceremony at IFE at ExCeL London on Monday 25 March. 

"It was clear from the judges comments that Fry's is deserving of the win for Best Marketing Campaign, as the collaboration not only shows the consistent consumer demand for plant-based meat alternatives but also for spreading awareness on the negatives in the poultry farming sector", says Dan Bunt, Marketing Manger for FoodBev Media.

Tammy Fry, Fry’s co-Founder and Global Brand Lead comments: “This recognition is huge for us. This collaboration was about bringing plant-based into the mainstream through the mass appeal and credibility of voices like Aardman and Netflix. We wanted to show plant-based as a new ‘normal’ by making it accessible to families all over the world. Currently the campaign is running in the UK and Australia and will soon launch in South Africa.”

Lucy Wendover, Marketing Director at Aardman, comments: "Our congratulations go to everyone at Fry’s for the breakthrough campaign they developed in collaboration with the Netflix release of Chicken Run Dawn of the Nugget. It was brilliant to be a part of the development of the creative elements, and seeing the packs roll out onto supermarket shelves. A great partnership, and we at Aardman are proud to have been a part of something so new to the plant-based category. "

The new and improved nuggets are, like all of Fry’s products, 100% vegan and made from a mix of non-GM soy, wheat and pea protein. The nuggets are coated in a crispy golden crumb.

Just in time for Veganuary, Fry’s new nugget was launched nationwide in the UK in Tesco, Iceland, The Food Warehouse and selected Spar stores and in Australia in Coles. The campaign will roll out in South Africa with the original Fry’s Chicken-Style Nugget in May, with more markets to follow.

The multi channel launch campaign featured awareness driving activity through paid social media advertising, extensive social media influencer collaborations, and online and outdoor advertising. This was supported by in-store communications with POS and digital media in launch stores. All regions ran competitions on their social channels to giveaway movie merchandise.

“This was such an exciting campaign to work on with the creative richness of the characters and the storytelling throughout the film it was truly a pleasure to bring this to life in the meat free aisle and across multiple media channels”, says Nicola Yates, Head of Marketing at Fry’s and LIVEKINDLY Collective in the UK. 

She continues: “This was a great opportunity for Fry’s to lead the conversation amongst families about making a choice towards plant based eating and we really hope that through our collaboration with Netflix and Aardman we contributed to more families considering a swap to plant based nuggets.”

Anja Grunefeld, Chief Marketing Officer of LIVEKINDLY Collective is proud of the winning success of the new plant-based Fry’s nuggets:

“We’re proud of this award recognizing achievement of more brands working together. This global campaign is an example of collective collaboration and proves that creativity and effectiveness can go hand in hand while driving results.”

Chicken Run: Dawn of the Nugget is available to watch globally on Netflix.