Plant-Based Foods, Redefined

Studio Photography, Recipe Development, and Styling

South Africa

Fry’s is committed to creating delicious, sustainable plant-based foods that cater to today’s eco-conscious consumer. Our studio project embraced an Asian-inspired theme to highlight Fry’s versatility and the dynamic flavours of their chicken-inspired GMO-free products. This campaign was crafted to align with Fry’s “future-forward” brand identity, matching the bold, modern packaging with a fresh, summer-ready dish inspired by the Asian Larb Cups. The recipe used Fry’s beloved Chick’n Strips but it also made room for Fry’s to showcase their Pea Protein Mince or new Spicy No-Chick’n Pieces, ideal for audiences who crave vibrant, healthful, and accessible plant-based dishes. Ingredient shots were styled to capture the quality and freshness of Fry’s ingredients, enhancing the appeal for a target market that values both nutrition and convenience.

The Fry’s team wanted to elevate their plant-based offerings by creating a vibrant, appetising, and health-focused visual campaign. They requested visuals that would capture the colourful and nourishing appeal of their products, emphasising the freshness, quality, and convenience Fry’s brings to plant-based cooking. The brief called for a dynamic approach, balancing contemporary visuals with the brand’s commitment to sustainability and flavour innovation.

- The LUMINIS team developed a concept centered around celebrating the sensory experience of Fry’s plant-based foods. Our interpretation emphasised a balance between freshness and bold flavours, highlighting Asian-inspired ingredients that resonate with health-conscious audiences. We used high-contrast lighting to capture the depth of each ingredient, creating a visually dynamic experience that draws viewers into the vibrant cooking process. The concept was designed to reflect both the vitality of the product and the earthy roots of Fry’s plant-based offerings, ensuring the brand feels as wholesome as it is innovative.

The creative approach was brought to life through a series of thoughtfully styled shots, each highlighting the diverse textures and vibrant colours of the ingredients. Our aim was to immerse the audience in a culinary journey by featuring in-process shots and visually captivating stills that showcase the final dish's presentation. Fry’s Chick’n was captured to emphasise its versatility and vibrant appeal, making plant-based eating both accessible and enticing.
This fresh, on-trend approach to showcasing ingredients delivers content that is highly versatile and can seamlessly be used as either static images or video posts.

Ingredient Shots: Close-up, high-quality images that underscore the freshness and natural appeal of each ingredient in the recipe, emphasising Fry’s commitment to quality and nutrition.

In-Cooking Shot: Dynamic visuals capturing the texture, colours, and aromas of the cooking process, bringing the viewer into an immersive culinary experience.

Finished Dish Presentation: Showcased the final product in a visually appealing, restaurant-quality setting, aligning with Fry’s brand identity of health-focused innovation and culinary excellence.

Recipe Writing: A detailed, approachable recipe crafted to inspire home cooks and provide a seamless brand experience, allowing consumers to recreate the dish at home.

GIF Video: A GIF video capturing a hand reaching for the dish, with a slow-motion moment of the food being delicately lifted, evoking a sense of anticipation and temptation to taste. The video emphasises the freshness and appeal of the dish, aligning with Fry's commitment to health-focused innovation and culinary delight.

The final campaign assets successfully convey Fry’s brand values of sustainability, flavour, and accessibility. By focusing on authentic, vibrant visuals and a health-centric narrative, we crafted an experience that resonates with Fry’s audience, encouraging plant-based cooking as a celebration of taste, wellness, and eco-conscious living. The visual storytelling enhances Fry’s brand positioning in both social and digital spaces, appealing to consumers who prioritise both health and flavour in their meal choices.