There’s a new player in the frozen potato market as SocialChain launches its first UK campaign for Lamb Weston.
- SocialChain collaborates with Lamb Weston to introduce a social media campaign called ‘Friesdance (What A Feeling!)’.
- The campaign intends to capture the attention of millennials with its creative take on an iconic movie track.
- Shot entirely on iPhone, the campaign aims for authenticity, featuring relatable real people.
- The social media activation is part of a broader strategy to capture the UK market.
SocialChain, a prominent agency, has launched a groundbreaking campaign for the US potato giant Lamb Weston. This initiative marks the company’s first foray into the UK market, introducing a unique and engaging social media campaign dubbed ‘Friesdance (What A Feeling!)’. Designed to attract potato-loving millennials, the campaign cleverly integrates the nostalgic tune from Flashdance with a playful twist focused on fries.
The innovative content is set entirely in a supermarket’s freezer aisle and is shot using an iPhone in 4K resolution. This choice reflects a strategic attempt to resonate with consumers who appreciate authenticity and relatable content. By using real, relatable individuals, SocialChain adds a layer of genuineness and excitement, aiming to create a vibrant community around the joy of fries.
Tom Bellamy, SocialChain’s Executive Creative Director, emphasized the importance of first impressions in capturing the UK audience’s attention. Bellamy stated: “First impressions matter. To introduce UK social audiences to Lamb Weston – a soon-to-be freezer favorite – we needed a social-first, people before platforms campaign that would capture the attention of potato lovers across the UK.”
The campaign’s strategic rollout across popular platforms like Instagram and Facebook reflects its millennial-targeted approach. With a six-week duration, this initiative is set to boost Lamb Weston’s visibility, effectively communicating the wide range of products they offer and where consumers can purchase them.
Pete Evans, EMEA Campaign and Content Manager at Lamb Weston, remarked on the campaign’s significance as they enter the competitive UK market. He said: “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.” This collaboration marks a decisive step in Lamb Weston’s efforts to invigorate the UK frozen potato sector.
In collaboration with its PR neighbor Brazen, SocialChain aims to maintain a strong media presence, reinforcing brand awareness and facilitating new product developments under this campaign umbrella.
The ‘Friesdance’ campaign marks a significant entry point for Lamb Weston in the UK, driven by SocialChain’s innovative social-first approach.
