LONDON, UNITED KINGDOM – Frylight, the United Kingdom’s leading spray oil brand¹, has appointed global social first agency SAMY as its inaugural UK Social Agency of Record. The move marks a pivotal step in Frylight’s marketing evolution, underscoring the brand’s commitment to making social media a central driver of growth.
The appointment comes on the heels of Frylight’s major rebrand and packaging refresh, which debuted in July. As the brand enters this new chapter, it is doubling down on initiatives designed to resonate with both loyal fans and new audiences – placing an emphasis on authentic engagement, community building, and ultimately, purchase driving content.
More than just promoting functional benefits, Frylight is setting its sights on cultivating emotional resonance. The brand aims to inspire confidence in the kitchen while celebrating individuality and self-expression. This aligns with the broader shifts in food culture on social media, where audiences increasingly value unfiltered, story driven content that reflects real life and shared culinary joy over the polished perfection of traditional “how to” cooking videos.
Under the partnership, SAMY will deliver end to end social strategy and execution for Frylight, encompassing always-on campaigns, influencer partnerships and targeted community activations. The agency will oversee the brand’s creative content across Instagram, TikTok, and Facebook, integrating influencer marketing, community management, and paid media into a cohesive, performance led approach. Updated visual and messaging guidelines will reflect Frylight’s refreshed identity while anchoring its emotionally driven creative direction.
Joe Moring, Social Media Director at SAMY UK, said: “Frylight is entering an exciting new chapter ofgrowth, and we’re proud to be the first social agency of record for this household name. We’re tasked with proving the power of social to help the brand achieve its ambitious goals of engaging new audiences while strengthening loyalty among existing ones.
“Audiences today move fluidly across social platforms, and with SAMY’s intelligence spanning across the entire system, Frylight can engage with true focus and intention, delivering content and strategies that are meaningful, relevant, and evolve in real time to meet people wherever they are.”
Al Flynn, Global Senior Brand Manager: Oils at Saputo UK (Frylight’s parent company), added: “Healthy cooking should never mean compromising on flavour or fun. With SAMY, we’ve found a partner that brings the strategic expertise, creative flair and cultural insight to help Frylight connect authentically with both loyal fans and a new generation of food lovers”.
“Social media is central to our growth strategy. It’s where passionate home cooks come together to connect, experiment and find inspiration as they celebrate their love of food. Together with our bold new look, this partnership marks the start of a new chapter for Frylight.”
