In 1991, Fry’s set about making nutritious food with plants that both looks and tastes like meat. Since then, plant-based food has gone from a niche bought by a few, to an everyday norm for millions.
As part of a global strategy to meet the needs of the next generation, improve their products and deliver better value, Live Kindly Collective is transitioning heritage brand, Fry’s, into its new identity, Like, and has appointed Principles to help to communicate this shift to both current and potential new customers.
The project will involve creating social-first content for three hero products, built to guide customers through the change with clarity, while keeping the delicious product at the heart of it. The launch must not do the functional job of communicating clearly with existing customers, but also create a platform to attract new customers today, and tomorrow.