Strong Roots launches Sweet Potato Fries campaign
Strong Roots launches new €842k campaign spotlighting Sweet Potato Fries as the quick, wholesome midweek sidekick for busy, time-pressed shoppers
Print9 September 2025
Strong Roots, the B-Corp frozen food brand on a mission to fix the freezer aisle with wholesome, great tasting, veg forward meals, is launching a bold new integrated campaign this September positioning its iconic Sweet Potato Fries as the perfect, quick-to-prepare sidekick for busy midweek meals.
Backed by a £730,000 (€842,708) investment, the campaign spans high-impact out-of-home (OOH) activations in proximity to key retailers, platform-native social content and targeted e-commerce activations, all designed to reach high-intent shoppers at key decision-making moments.
Frozen plant-based innovation
From geo-targeted TikTok activations to dynamic POS, the campaign is precision-engineered to engage socially connected, time-pressed shoppers, driving footfall and reinforcing Strong Roots’ position as a leader in frozen plant-based innovation.
At the heart of the campaign is a powerful new creative platform, ‘No Competition’, which spotlights Strong Roots Sweet Potato Fries as the standout choice.
With wit, warmth and cultural relevance, the campaign showcases the brand’s commitment to real food made from real ingredients, delivering both flavour and convenience without compromise.
Crowned the UK’ and Ireland’s No.1 selling sweet potato fries, it’s no wonder Strong Roots Sweet Potato Fries are a firm ‘favourite’ in households; they aren’t just another frozen side, they’ve helped redefine how consumers think about freezer staples.
From defining the category in 2017, to selling over 7.5 million2 packs across the UK and Ireland in this year alone, proving that veg-forward food can be both delicious and convenient.
Made with simple, natural ingredients, they’re delicious and wholesome, low in saturated fat, gluten-free, only 154 calories and ready in just 10 minutes in the air fryer.
“Consumers are busier than ever, but they still want meals that feel homemade,” said Charlotte Turton, managing director, Strong Roots.
“Our research shows that couples are looking for quick, wholesome, and shareable options that let them spend more quality time together, especially during the midweek rush.
“Our campaign reflects this shift and positions Strong Roots Sweet Potato Fries as the go-to choice for convenient, plant-forward meals.”
Read more: A decade of growth, impact, and ambition
© 2025, ShelfLife by Ryan Brennan
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