Strong Roots - Let's Be Real

Front-on view of a large purple Strong Roots mural in Manchester, created by Don’t Panic London, reading “The Good Kind of Sweet” beside an oversized pack of crispy sweet potato fries.

Strong Roots asked us to create a campaign that would communicate a simple product truth: its sweet potato fries are good for you and taste good too.

The challenge was to express that balance without relying on the familiar language and visual clichés of health-food advertising. The work needed to feel honest, distinctive and full of the personality that makes Strong Roots stand out.

We developed “Let’s Be Real”, a campaign platform grounded in straightforward, playful truths about the product.

At the heart of the campaign was the line “The Good Kind of Sweet” - a simple expression of what makes Strong Roots’ sweet potato fries so appealing. It captures both the natural sweetness of the product and the idea that choosing something better for you should not mean compromising on taste.

Wide street view of Don’t Panic London’s Strong Roots mural in Manchester, featuring “The Good Kind of Sweet,” an oversized product pack and orange fries, with pedestrians and blurred traffic below.

Close, angled view of the Strong Roots mural by Don’t Panic London, showing oversized “The Good Kind of Sweet” lettering, a pack of crispy sweet potato fries and the line “Let’s Be Real.”

To launch the campaign, we painted the message across a large-scale mural in Manchester, turning the side of a building into a bold and unmissable product statement.

The mural brought the campaign’s confident tone to life in the real world, combining oversized typography, vibrant colour and Strong Roots’ distinctive packaging. It became the starting point for a wider campaign running across digital, social and out-of-home, supported by a special build in Shoreditch offering free fries.

The result is a campaign that feels fun, grounded and unmistakably Strong Roots.

By avoiding traditional health-food messaging and focusing on an honest product truth, “Let’s Be Real” gives the brand a clear and ownable way to talk about food that is both better for you and genuinely delicious.