BECOMING THE NO1 SWEET POTATO FRY IN THE UK
Position Strong Roots Sweet Potato Fries as the ‘Number one side dish’ for weekday dinners, targeting couples in the UK, IRL & the US by showing that they’re quick, tasty and wholesome - the perfect
midweek pairing.
By embracing the “attention-seeker” personality of Sweet Potato Fries, Strong Roots turned a side dish into the spark for connection, the feel-good choice that brings couples (and dinner) together.
Social listening revealed Sweet Potato Fries were seen as a bit of an “attention-seeker” choice but overwhelmingly loved by 25–34 year olds looking for meals that balance health and comfort.
By owning this cultural tension and leaning into the Couples Connecting, we reframed Strong Roots Sweet Potato Fries as not just an option, but the only option.