Fray Bentos set to deliver pub grub to Britain’s homes


Iconic pie brand Fray Bentos is embarking on a cheeky digital campaign set to win over a new generation of pie lovers keen to experience their favourite pub treat in lockdown.

The hero creative, developed by creative and research agency,
Guy & Co, features the debut of Ray Bentos, the pie-loving landlord of his
own shed pub. Along with cheeky banter and the perfect pint, Ray whips up a range of pub classics.

The campaign follows a period of product development by brand owners Baxters, who worked with employee and former Masterchef The Professionals finalist Darren Sivewright to improve their traditional pie recipes by adding 33% more meat. They’ve also developed a range of microwavable meal pots recommended to be served with rice, pasta or mash. The improved pies and new to market pots are hitting shelves this month.

The six figure digital advertising budget, social media and PR management is being managed by Manchester PR and social agency Democracy, who broke the product improvement story with a page lead in the Sun.

A key initiative within the campaign includes the Fray Bentos Home Pub of
The Year competition, with the winner scooping a cash prize and a year’s supply of their favourite Fray Bentos Pie.

Lorraine Rothwell, Baxters European Marketing Director says: “With a night down the pub off the cards for some, the nation has outdone themselves, transforming sheds, cellars and cupboards into their own personal pubs. But what’s a pint without a pie?!

“A tin of Fray Bentos has the pastry, the filling and the flavour to deliver on a home-cooked, authentic pub experience in less than 30 minutes. Our range caters for meat eaters, veggies and vegans alike and can be stored in your cupboard – ready for whenever
you get the urge for a cheeky Bentos.

“Guy & Co, Democracy and the team at Baxters worked in true partnership to bring this campaign together during lockdown – testament to the work ethics of all involved.”

In store, purchases will be driven by pub chalkboards point of sale, with product benefits called out and the tagline of “Time for a Cheeky Bentos”.

Cat Summers, Client Services Director at Guy & Co comments: “Fray Bentos is an iconic British brand but needed to appeal to a new generation. Our blend of creative and research gave us confidence to push it in a brave new direction, using pub culture to broaden relevance and a cheeky brand personality to cut through with younger consumers. The ultimate superfan, Ray Bentos delivers product messaging disguised in cheeky innuendo and pub one-liners: from ‘Get in my son’ about the improved pie fillings’ to ‘Look at the head on that’ about the crusts. And, as for the idea of a famed meat brand launching a Vegan Bolognese, ‘What the Fray?’ A content series brilliantly brought to life by Director, Bill Walsh and the team at Infinite Content, working around the current restrictions on shoots. We’re excited about how this relaunch will help accelerate growth for Fray Bentos. Eyes on the pies…”

Jennifer O’Grady, Head of Agency at Democracy, says: “Our campaign is designed to inspire new and lapsed customers to really question what they know about the brand of old. The product investment, range extension and new cheekier positioning, moves the iconic Fray Bentos brand into a new relatable space, driving consideration and trial with a younger audience.”