SocialChain has launched a vibrant UK campaign for US potato giant, Lamb Weston.
- The first UK social campaign for Lamb Weston features “Friesdance (What A Feeling!)”, inspired by the classic Flashdance movie.
- Shot in 4K on iPhone, the campaign targets millennials with creative content set in a supermarket freezer aisle.
- SocialChain’s strategy involves engaging the UK audience with a six-week activation across Instagram and Facebook.
- The campaign marks a bold entry into the competitive UK frozen potato market for Lamb Weston.
SocialChain has partnered with US-based potato company Lamb Weston to launch an innovative marketing campaign in the United Kingdom, titled “Friesdance (What A Feeling!)”. This collaboration signifies Lamb Weston’s entry into the UK market, and the campaign officially began its rollout at 4pm.
The campaign is designed to capture the interest of millennials, with a special focus on those who have a passion for potatoes. By creatively integrating the iconic song from the movie Flashdance, the campaign sets a lively tone, blending nostalgia with a modern twist. This unique campaign was shot entirely on iPhone in 4K and takes place in the freezer section of a supermarket. It features engaging scenes full of energy and includes a variety of trending social media elements to appeal to younger audiences.
“Friesdance (What A Feeling!)” is the inaugural piece of content for a planned six-week social media activation across major platforms such as Instagram and Facebook. The campaign aims to highlight the availability of Lamb Weston’s products in the UK and to convey the brand’s vibrant personality to new consumers. Tom Bellamy, Executive Creative Director at SocialChain, explained: “First impressions matter. To introduce UK social audiences to Lamb Weston – a soon to be freezer favourite – we needed a social-first, people before platforms campaign that would capture the attention of potato lovers across the UK.”
Lamb Weston sees this campaign as a pivotal step in their business strategy as they enter the competitive UK market. Pete Evans, EMEA Campaign and Content Manager at Lamb Weston, remarked on the importance of this launch: “Entering the UK market is a significant milestone for us, and we knew we needed a campaign that would not only stand out but also resonate deeply with our target audience.” SocialChain’s expertise in delivering engaging social-first campaigns has proven to be a decisive factor in Lamb Weston’s choice to work with them.
Beyond the current promotional push, this initiative forms a part of Lamb Weston’s broader plan to revitalise the frozen potato sector in the UK. Working closely with SocialChain and their PR agency Brazen, based in Manchester, the strategy includes not only a strong social media presence but also ongoing brand development initiatives to capture the attention of UK consumers.
The campaign demonstrates Lamb Weston’s commitment to making a significant impact in the UK market through innovative social media engagement.
