| Strong Roots has launched ‘Let's Be Real’, the first brand platform created with creative agency Don't Panic, putting great tasting veg firmly in the spotlight. The campaign has gone live across the UK & Ireland and will roll out to markets around the world, with the USA next in line. The platform emphasises that being ‘real’ isn’t just about the quality of your ingredients, it’s about recognising that eating well doesn't always go to plan. We all want to eat more veg, but busy lives, last-minute dinners and the reality of midweek meals can get in the way. ‘Let’s Be Real’ grew out of an internal struggle most shoppers know all too well: the endless hunt for snacks, sides, and midweek meals that actually taste great without throwing your hopes for good nutrition out the window. Strong Roots steps in as a knowing ally in this constant dilemma, offering delicious, veg-led frozen food that makes it easier to enjoy more veg, more often, without compromising on taste, convenience or enjoyment. The creative playfully offers consumers a way to get great-tasting veg onto their plates in ways that feel exciting, satisfying and effortless. Where other brands promise perfection, Strong Roots embraces the messy reality of modern life, showing that veg doesn't have to be boring, complicated or an afterthought. At the heart of the campaign is a hero film in which Strong Roots Crispy Skinny Fries transform into a tempting chip taco - crafted in delicious detail, through stop motion footage created with Director Daniel Quirke and the team at Blinkink. In the spirit of the brand proposition, nothing artificial was used in the making of this work. A rugged potato rolls into frame across a Strong Roots purple background before unpeeling itself and exploding into a pile of Strong Roots Crispy Skinny Fries, which crisp up under golden light just as they do in the airfryer. Viewers are encouraged to choose their ‘fighters’ - experimenting with toppings, before tucking into a crunchy, flavoursome result. The film celebrates the versatility of veg, showing how something as simple as a potato can become the starting point for a genuinely exciting meal. The voice over is delivered by iconic Irish actor, Danielle Galligan, who currently stars in House of Guinness - the ideal casting for the brand’s Irish roots.  Working with Don’t Panic has allowed us to bring that thinking to life in a way that feels relevant, relatable and authentic to the Strong Roots challenger tone of voice.” - Kevin Friel, VP of Marketing at Strong Roots. Creative serving suggestions across digital and OOHput Strong Roots' colourful range of veg-led products front and centre, with mouth-watering food imagery and playful serving suggestions designed to inspire consumers to rethink what veg can bring to the plate. Playful headlines like “Skinny Dipping Fries” and “A Crinkle Cut Above” bring the brand's distinctive Irish wit to life, celebrating veg that's big on flavour, easy to prepare and anything but boring. “The Don’t Panic team have loved building a brand world for Strong Roots’ range of products - and you can see why. ‘Let’s Be Real’ is a creatively rich territory which celebrates the quality of the products and in turn allows us to ‘be real’ as we execute the campaign too. It’s a powerful creative springboard that will propel the brand and our work together, long into the future.” - Georgia Stephenson, Creative Director at Don’t Panic. In a deliberate strategic decision, the platform line stays off the billboards and instead the food itself is in the spotlight, allowing the brand to continue to grow their awareness amongst consumers. Product shots on Strong Roots' brand colour are working doubly hard to drive brand recognition and continue to build on the equity established by the agency’s previous Strong Roots OOH campaigns: ‘The Good Kind of Sweet’ and ‘No Competition’. This 360 launch is going to roll out globally. In the UK & Ireland, the campaign is running across VOD, BVOD, display, DOOH and OOH. Strong Roots will then activate in markets worldwide, with the USA next. One idea, built to travel. |
Strong Roots Taps Don't Panic for Global Brand Launch
