Mel-Fry believes that great food comes from great kitchens. By using a high-oleic soybean oil, which lasts longer than standard commodity oils, Mel-Fry can reduce oil and packaging waste up to 50%. Operators and their staff work hard every day, so it’s great when a product like Mel-Fry can lighten the workload.

Connections was tasked to create a rebrand, which included a digital ad campaign, email series and a new landing page with am explainer video featuring Mel-Fry and its reasons to buy. We didn’t want to just tell operators what Mel-Fry can do, we wanted to show them. We used beautiful food photography to showcase all the benefits of using Mel-Fry oil. The split visual effect throughout the campaign demonstrated fry quality, consistency and why everything is better when it’s Mel-Fry'd.

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