Crisp Up
Objectives
Crisp Up launched into over 400 Morrisons stores nationwide with a clear ambition: make chilled, air fryer chicken feel like the easy, flavour-packed alternative to takeaway.
As a new challenger brand in a competitive category, they needed to:
- Build rapid awareness at scale
- Drive trial through relatable, real-life usage
- Position Crisp Up as convenient, flavour-led and family-friendly
- Cut through the noise in the fast-growing air fryer trend
Strategy
Get the product into real kitchens and show how simple it is to create a “crunchin’ moment” in under 10 minutes.
To drive authentic discovery, we activated a targeted influencer gifting campaign across: Food creators, Mums & family creators and young adult lifestyle creators. We gifted 65 carefully selected influencers with curated Crisp Up boxes featuring a selection of the products, a branded apron and a tea towel.
The content direction focused on native storytelling in real kitchens, real mealtimes and genuine reactions.
Outcome
Crisp Up successfully translated retail distribution into real-world demand. By activating relevant food and family creators, the campaign positioned the brand as a credible, convenient alternative to takeaway.
Rather than relying on launch messaging alone, the campaign delivered:
- Scalable social proof
- Repeated product visibility across trusted creators
- Clear demonstration of speed, ease and flavour
- High-volume native content aligned to the air fryer trend
The brand didn’t just “appear” on shelf, it appeared in routines. This shifted perception from new product to practical solution, strengthening consideration and reinforcing Crisp Up’s positioning as a modern, flavour-led chilled option.
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