Live Kindly
Ready to Like it?
Challenge
In 1991, Fry’s set about making nutritious food with plants, that both looks and tastes like meat. Since then, plant-based food has gone from a niche bought by a few, to an everyday norm for millions.
As part of a global strategy to meet the needs of the next generation, improve their products and deliver better value, Live Kindly Collective is transitioning heritage brand, Fry’s, into its new identity, Like, and asked for our help to communicate this shift to both current and potential new customers.
Approach
Our role? Helping them navigate the tricky middle ground — reassuring loyal Fry’s shoppers while inviting new ones to discover Like.
That meant shaping social-first messaging and creative for three hero products, built to guide customers through the change with clarity (and appetite appeal).
It’s been a complex brief with a fine balance of consistency and freshness — exactly the kind of challenge we love.
