Situation: Sir Kensington's wanted to connect with a broad audience via meaningful, engaging storytelling at a moment when brand power and sales had been plateauing (over several consecutive quarters).

Brief: Celebrate ordinary and overlooked foods with pop culture content and a relevant talent partnership to amplify.

Objectives: Reach a broad audience with premium content which embodies the brand values and mission. Increase brand power, drive sales, and increase awareness.

The fry is arguably the most notable ordinary and overlooked food that people across the world love (and love to share). But it's often taken for granted.

We decided to shine a light on the humble fry, giving it center stage in a lovingly crafted film homage, interwoven with the brand's values and personality.

Fries! The Movie was created as a premium original documentary that explores the history of the fry, as well as global stories from fry fanatics around the world.

Watch the full film in HD here: https://vimeo.com/646871110/f7fdbbe030

Sir Kensington's were looking for a nontraditional way to connect with a broad audience and build awareness and advocacy for their brand. They wanted to create true pop culture content that naturally integrated their brand while leveraging name talent in a surrounding campaign.

Partnering with Emmy, Peabody and James Beard Award-winning producers ZPZ (creators of Anthony Bourdain Parts Unknown) Sir Kensington’s created a 90 minute documentary film, Fries! The Movie, that looks at the history and global obsession with the french fry. It was produced by global superstar and self-confessed fry enthusiast Chrissy Teigen and includes appearances from fry luminaries such as author Malcolm Gladwell and chef Eric Ripert.

The brand gave ZPZ final cut and allowed their founder's fry story (his search to create the perfect bake at home fry) to be told by the filmmakers without engineering or scripting. The result is authentic brand integration woven into about 15-20% of the content, a challenging feat to pull off in the context of a journalistic-style documentary.

Chrissy's Limited Edition Fry Sauce hit store shelves the week of the film's premiere on Peacock, with a full surrounding campaign supported by Peacock and Chrissy.

Fries! was sold to NBCUniversal’s Peacock and premiered at the 2021 Tribeca Film Festival. The film also went on to win the Audience Award at the food and wine-themed Sonoma Film Festival.

Producer Chrissy Teigen worked with Sir Kensington's chefs to produce her our own Limited Edition Honey Mustard Fry Sauce to support the film:

- Sir Kensington's Amazon sales were up 38%, with the sauce becoming the best-selling condiment on the platform for several weeks

- 46% growth in category expansion

- 14% of sales were from new shoppers

- Household penetration more than doubled!

Fries! is by far Sir Kensington’s most successful campaign in its 12 year brand history.