Frylight, the Oils at Saputo UK-owned spray brand beloved of the health conscious as well as those who are seeking to shift a few pounds, has appointed global shop SAMY as its first social agency of record.
The appointment has been spurred by the brand’s desire to embraced social as a growth driver, focusing on brand awareness through community building initiatives and other tactics.
As Frylight is set to reveal a rebrand and packaging refresh, it is aiming to retain its core customer base as well as attract new ones, and, ultimately, drive purchase.
SAMY’s appointment will also support Frylight’s broader strategy to move beyond functional benefits and into “emotional resonance”, with the aim of inspiring confidence in the kitchen.
The brand is also hoping to tap into the social media foodie culture, which has changed from polished how-to content to more authentic, value-led storytelling that reflects real life, real people, and the joy of cooking together.
SAMY has been briefed to devise an end-to-end social strategy and execution, delivering integrated, always-on campaigns, designed to blend creative influencer partnerships and community activations.
The agency will manage the brand’s channels and creative content for Instagram, TikTok and Facebook, embracing influencer marketing, community management and paid media.
Visual and messaging guidelines will also be developed to reflect both the brand’s refreshed identity and its emotionally-driven creative approach.
Oils at Saputo UK global senior brand manager Al Flynn said: “Healthy cooking should never mean compromising on flavour or fun. With SAMY, we’ve found a partner that brings the strategic expertise, creative flair and cultural insight to help Frylight connect authentically with both loyal fans and a new generation of food lovers.
“Social media is central to our growth strategy. It’s where passionate home cooks come together to connect, experiment and find inspiration as they celebrate their love of food. Together with our bold new look, this partnership marks the start of a new chapter for Frylight.”
SAMY UK social media director Joe Moring added: “Frylight is entering a new chapter of growth, and we’re proud to be the first social agency of record for this household name. We’re tasked with proving the power of social to help the brand achieve its ambitious goals of engaging new audiences while strengthening loyalty among existing ones.”
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