How Fray Bentos rekindled latent affections and created a role for the brand with a younger audience

The Baxters food brand Fray Bentos is launching a series of idents for its sponsorship of ITV4 based around the theme of compulsive viewing. The idents feature the brand’s range of famous meals and are part of a new strategy devised by the agency to re-establish the iconic brand at the heart of UK culture. [more ]
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