Manchester heavyweights SocialChain and Brazen PR have been selected by Lamb Weston as its strategic social and PR partners, respectively.
The appointment comes as the global leader in frozen potato products enters the highly competitive UK consumer market with an ambitious plan to reinvigorate the category, and follows two competitive pitch processes involving several agencies. Idaho-based Lamb Weston is one of the world’s largest producers and processors of frozen french fries, waffle fries, and other frozen potato products.
SocialChain’s remit comprises a foundational strategy to launch the Lamb Weston brand on social in the UK, including organic social content, reactive community engagement, influencer and brand ambassador activations and always-on social activity. Brazen PR has been tasked with the creation and implementation of dynamic B2B and B2C PR activity.
The agencies will take a collaborative approach to deliver a cohesive, impactful and effective brand presence across all media platforms, alongside new product development campaigns. This will start with the multichannel retail launch of its skin-on-fries range, comprising seven product SKUs.
Peter Burling, client director at Brazen, said: “We’re thrilled to support Lamb Weston’s launch in the UK. Combining Brazen’s signature ‘Jaw to Floor’ creativity with SocialChain’s people-first approach to social content and strategy is an exciting prospect that will bring Lamb Weston’s vision to life.”
Hannah Baker, CMO of SocialChain, added: “Sometimes a pitch comes along that you know you simply have to win—and this was one of them. Throughout the entire pitch process, we were inspired by Lamb Weston’s ambition to disrupt the ‘sea of same’ social content within their category. It was clear from the get-go that they shared our belief that putting people over platforms is the key to successfully building a brand on social, and we can’t wait to work as an interagency team to help them take the UK market by storm.”
Pete Evans, EMEA Campaign and Content Manager, at Lamb Weston, said: “The strategic approach of both Brazen and SocialChain, coupled with their creative energy and collaborative spirit, truly impressed us. Combining the talents of both agencies will turbo-charge our plans to build awareness of the Lamb Weston brand in the UK.”
