Creative agency Guy & Co has launched a new campaign for Fray Bentos, partnering with viral food personality The Boshfather to bring fresh energy to the hot tinned meals category.
The “Bish Bash Bentos” campaign draws on the brand’s nostalgic appeal while targeting a new generation seeking bold, satisfying meals. Showcasing the full portfolio – from classic pies to meatballs and protein-packed pouch meals – it highlights Fray Bentos as a quick, affordable and comforting choice.
Known online as The Boshfather, John Fisher has built a huge following through his viral takeaway review videos, where his down-to-earth humour and trademark “bosh” catchphrase have made him a cult food personality.
With more than 140 years of heritage, Fray Bentos is an iconic British brand. Born in Uruguay and raised in the UK, it is renowned for the nation’s number one pie in a tin – and now offers a broader range of hearty, convenient meals in tins and pouches.
Running across OOH, social, digital audio and in-store activity, the campaign also includes a touring food-van activation launching in November, bringing hot samples and big flavour to key northern cities.
Brand Manager Jude Smart said the collaboration helps “champion our core ranges and connect with a new generation of hungry lads who love bold flavours and no-fuss meals.”
