Lamb Weston

Lamb Weston

  • Connected TV
  • OOH
  • Social
  • Retail
  • Internal

Making Lamb Weston famous

You’ve definitely eaten them, but have you ever heard of them? As the world’s second-largest producer of potato products, Lamb Weston has long ruled the food service game. But retail? That was a different story. So, we shook things up and launched their brand straight into the hearts (and shopping trollies) of consumers across Europe.

With a ticking clock and bold ambition, we created a high-impact, through-the-line campaign designed to disrupt, delight, and deliver the feel-good energy of real Potato Positivity, straight from the field to the fork.

Prime-time fry fame

Our big idea? Tap into the emotion of eating fries. That first crunchy, golden bite. The smile it brings. The joy that fries spark. Enter: ‘What a Feeling’ (Dancing Fries Edition) – a wild, unexpected creative concept that turned humble fries into joyous, dancing icons of positivity. The result? Viewers couldn’t stop smiling.

From October 2024 to March 2025, our TV spots aired across the UK, Netherlands, and Italy. The numbers speak for themselves: 24.7 million impressions in just 4 months. Projections? Obliterated. View-throughs? Through the roof. Fries? Famous.

Potato positivity

“Folk continue to blow us away, their ability to integrate into an all agency framework was something I’ve never seen before. Their strategic thinking to guide the brand BTL was exactly what we wanted, an agency who listened and challenged in the right places to get a brilliant job done.”

Pete Evans

UK & Ireland Marketing Manager, Lamb Weston

Dancing into social

We didn’t just show up on social, we danced our way in. With infectious beats, high-energy fry choreography, and scroll-stopping serves, our animations turned feeds into feel-good fry fiestas. Every post was a call to action, showcasing product USPs, irresistible textures, and the pure joy of potato positivity, all leading shoppers straight to the freezer aisle to join the movement.

Shopper journey

Stop

We made noise. Loud, joyful noise. Announcing Lamb Weston Twister Fries in retail with a burst of ATL excitement, highlighting the craveable skin-on crunch and that iconic twisted shape in a fun, head-turning way.

Close

At shelf, we hit the appetite button hard, zooming in on texture, shape, and that sizzling, irresistible serve.

Repeat

After the first bite? We keep the joy rolling, inviting shoppers to discover the rest of Lamb Weston’s quirky, crave-worthy range of uniquely shaped fries.

Activating across Europe

We imagined a world where fries don’t just feed you, they move you. Our concept work brings this to life with bold, street-level activations designed to stop people in their tracks. Think larger-than-life Twister-shaped installations, immersive sampling moments, and high-energy experiences that twist expectations and bring the joy of fries into everyday spaces.

Built around the iconic shape and irresistible flavour of Lamb Weston Twisters, these ideas are ready to turn heads and spark joy, all that’s left is to unleash them.

Results

24.8 m
BVOD impressions in the first 4 months
135 %
delivered impressions on digital OOH (proximity)
131 %
growth in distribution
3 %
uplift in penetration within the frozen chips category in the first 5 months