Budge up Bessie, move over McCain – there’s a new frozen spud in town and SocialChain plans on shouting about it.
The agency has teamed up with Lamb Weston to create its first ever UK social campaign – Friesdance (What A Feeling!), which is live as of 4pm today, as the US favourite enters the UK market for the first time.
Designed to capture the attention of potato-obsessed, fry fanatic millennials, the joyful social-first campaign puts a creative ‘skin’ on the iconic Flashdance track What a Feeling.
Set in the freezer aisle of a supermarket, and shot entirely on iPhone in 4K, Friesdance (What A Feeling!) serves up a whole lot of potato positivity in the form of a light-hearted yet energetic celebration of fries, complete with trolley slides and a plethora of social trend Easter eggs. Not forgetting a cast of real, relatable people – courtesy of Olive and BOSS – bringing true skin-on-fries energy.
Friesdance (What a Feeling!) is the first piece of content created by SocialChain for a six-week social campaign activation that will roll out across Instagram and Facebook.
Tom Bellamy, executive creator director at SocialChain, said: “First impressions matter. To introduce UK social audiences to Lamb Weston – a soon to be freezer favourite – we needed a social-first, people before platforms campaign that would capture the attention of potato lovers across the UK. And what more than a track from an iconic movie, but with a fries focused twist. Not only does Friesdance (What a Feeling!) let Britain know what products Lamb Weston sells and where to buy them, it serves up a true taste of the brand’s infectious personality.”
Pete Evans, EMEA campaign and content manager at Lamb Weston, added: “Entering the UK market is a significant milestone for us, and we knew we needed a campaign that would not only stand out but also resonate deeply with our target audience. SocialChain has a proven track record of delivering highly engaging, social-first campaigns, and its ability to tailor creative content to fit our brand’s goals made it the ideal partner for this launch. With Friesdance, we’re bringing our product to life in a way that feels unexpected in our category and instantly sharing what kind of brand we are.”
The campaign is the first UK social activation for Lamb Weston and forms part of its ambitious plan to reinvigorate the far-from-underserved frozen potato category as it enters the highly competitive UK consumer market.
Appointed in September, SocialChain will work in collaboration with Lamb Weston’s UK PR agency, Manchester neighbour Brazen, to deliver a cohesive, impactful and effective brand presence across all media platforms, alongside new product development campaigns.
