Fray Bentos has teamed up with social media star Big John Fisher, known as ‘The Boshfather’, to launch a new nationwide campaign.

Developed by creative agency Guy & Co, the campaign, titled ‘Bish Bash Bentos’, aims to inject new life into the hot tinned meals category by reigniting nostalgia among long-time fans while connecting with a new generation of younger shoppers.

The partnership sees The Boshfather bring his signature energy and “bosh” tagline to Fray Bentos’ classic line-up, showcasing the brand’s full range, from its iconic pies to meatballs and its new protein-packed pouch meals.

Showcased across OOH, social, digital audio, and in-store POS, the campaign will be followed by an on-the-road activation in November.

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A branded Fray Bentos food van and boxing machine will tour major cities in the North East, giving out hot product samples and prizes to consumers.

“We’re absolutely delighted to be working with Big John. He’s a brilliant cultural fit for Fray Bentos – authentic, down to earth and passionate about good food,” said Fray Bentos brand manager Jude Smart said:

“The Bish Bash Bentos campaign champions our core ranges and connects us with a new generation of hungry lads who love bold flavours and no-fuss meals.”

Guy & CO senior art director Michael Evans added: “Fray Bentos is an iconic brand that creates nostalgia for so many. We wanted to replicate that for a new wave of people who’ll love the latest products. After all, who can say no to a steak and gravy pie that Big John himself has given his Bosh of approval?”