Let’s be real: we all want to eat more veg. But when life gets busy, good intentions don’t always make it onto the plate.
That’s the thinking behind Let’s Be Real, our first brand platform for Strong Roots since becoming their creative partner in 2025. It’s a campaign that puts great-tasting veg in the spotlight, without pretending that everyday eating is always perfectly planned.
Instead of another lecture about eating better, we wanted to make veg feel exciting, satisfying and easy to fit into real life. Strong Roots’ delicious, veg-led frozen food is the answer for last-minute dinners, midweek meals and all those moments when taste and convenience matter just as much as good intentions.
At the heart of the campaign is a stop-motion hero film directed by Daniel Quirke through Blinkink. A rugged potato transforms into Strong Roots Crispy Skinny Fries, before a series of playful topping choices turn them into a crunchy chip taco. Every delicious detail celebrates just how much possibility there is in simple ingredients.
The film is voiced by Irish actor Danielle Galligan, a nod to Strong Roots’ Irish roots, and brings the platform’s commitment to keeping things real into the craft of the work itself.
https://youtu.be/bhS6kOqoNEQ
Across OOH, DOOH and digital, bold food imagery and playful lines including “Skinny Dipping Fries” and “A Crinkle Cut Above” make the veg the star. We deliberately kept the platform line off the billboards, giving the products room to do the talking and helping build brand recognition.
Let’s Be Real is live across the UK and Ireland on VOD, BVOD, display, DOOH and OOH, with more international markets to follow and the USA next. One idea, built to travel.