After a little searching, we discovered that Fry’s is one of the first chocolate bars ever to hit the shelves in 1866. Now struggling with an ever decreasing and ageing group of loyalists, our job was to breathe some fresh air into this classic brand to attract a new wave of fondant-loving consumers.
Full of heritage and steeped in nostalgia, Fry’s needed to be treated with the utmost respect. By building a flavour story and upweighting the herritage, we gave the products the recognition they deserve.
The design was rolled out across 3 flavour variants and multipacks with bespoke flavour led illustration and hi end photo realistic illustration to showcase the glossy chocolate outer and creamy centre.
“Aaaaaaaah the first production samples of Fry’s Chocolate Cream have come in today! They look AMAZING! Absolutely BRILLIANT! They are out on my desk and everyone keeps commenting on how fantastic they look. I keep hearing the words ‘quality’, ‘contemporary’ and ‘classic’ banded around – so bang on brief!”
CN, Brand Manager, Kraft Foods