There aren’t many brands that can claim cultural icon status with nothing more than a tin, a lid and a frankly ridiculous amount of gravy, but Fray Bentos has always played by its own rules. When the time came to reignite love for the classic pies, meatballs and protein-packed pouches and win over a new generation of “lads, lads, lads” raised on social feeds and short-form content, Guy & Co knew they needed more than food porn and product shots. They needed a folk hero.

Enter Big John Fisher, aka The Boshfather, the social media heavyweight famous for his colossal takeaways and thunderous “BOSH!” sign-off, drafted in to front a full-fat, no-nonsense brand platform called Bish Bash Bentos. Guy & Co senior art director Michael Evans and senior copywriter Al Roy walk us through how nostalgia, laddish humour and one very large national treasure combined to give a Great British pie-in-a-tin the unfair advantage it deserved and prove that sometimes the bravest creative choice is simply to say what everyone’s already thinking: this stuff slaps.

What was the brief?

To reignite love for Fray Bentos and ‘fix the core’ by boosting sales of pies and other product ranges. We needed a big, meaty, overarching idea that worked for pies, pouches and tins.

How did the initial pitch/brainstorming phase go?

Our planning team revealed our target audience of ‘lads, lads, lads’ love banter. But they’re a sceptical bunch. What’s more, Fray’s been off their radar for a while, so there wasn’t much social clout to convince them the brand is still as relevant today as it once was.

What was the process behind ideating the concept?

We had lots of fingers in lots of pies for this one. We needed a campaign that would land with real lads on their socials. We needed to be funny and cheeky. (We’re talking about a pie in a tin, after all.) We needed to get across how Fray Bentos does tasty, no-fuss meals better than anyone. And because Fray Bentos is a Great British icon, we needed a modern day Great British icon to front our campaign, too.

Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?

The answer was staring us in the face, waving a big meaty fist, and screaming ‘bosh’. Not only did Big John tick off all of the above, but his trademark catchphrase is shorthand for ‘done proper’ – a perfect fit for Fray. Just like that, Bish Bash Bentos was born.

What was the production process like?

We needed a film director who could deliver the big comic punch required. Someone who could let Big John be Big John and not be overly ad-y. Our search took us to Studio Yes and Sheps.

What was the biggest challenge during production? How did you overcome it?

Our budget for four 15-second films and four 6-second films only allowed for one day of filming with Big John. So we packed eight scripts into a one-day shoot. And to make it work, we found a real home that could authentically cover every scene.

What kit/tools/software were used to create the project?

An oven, a microwave and a pot. Bosh.

What is one funny or notable thing that happened during production?

Big John refusing to eat a vegan lunch brought by the crew. Instead, he cooked and tucked into a Fray Bentos pie. Proper method.

What’s the main message of this project and why does it matter?

Fray Bentos does proper quick and tasty meals. But don’t take our word for it, take it from someone you can trust – The Boshfather, Big John Fisher. BOSH!

How long did it take from inception to delivery?

Our planning team got started with the campaign’s strategy in May 2025. We then took on the creative brief in June before shooting in September and going live the following month.

How did you ensure that the concept aligned with the brand's values, goals, and target audience?

First up, the campaign made us giggle (and still does). Then we ran the campaign through our testing panel of our target demographic – as part of our Unfair Advantage System™ – and turns out, it made them chuckle, too. So we knew we were onto a winner.

Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?

It was such a fun brief to work, we had lots of options on the table. But we were over the meaty moon when our fab clients turned out to be fans of Big John. That first laugh at ‘Bish Bash Bentos’ made it one of the most relaxed client presentations ever.

Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?

Our Unfair Advantage System™ knocks heads together; getting strategists, creatives, data specialists, chimney sweeps, whoever’s needed, together to stress-test ideas from every angle. So brands know the creative is gravy before it leaves the tin.

What role did consumer research or market analysis play in shaping the concept and its execution?

We start every project with research and market analysis. After some digging, we found out folk assumed the way to revive Fray Bentos was to talk up improved product quality or reassure people it still delivers a decent meal.

Thing is, Fray Bentos was never about fine dining or foodie trends – it’s about comfort, convenience and no-nonsense Britishness. Like other nostalgic icons, we knew people already had affection for Fray Bentos – they just needed permission to show it. 

So we turned nostalgia and humour into a source of pride. In a world that takes itself too seriously, Fray Bentos could stand for something refreshingly honest – a brand that’s stayed true to itself, proudly consistent and unmistakably British. 

Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?

We used generative AI in the initial phase of the project, creating our sell-in visuals using an AI version of Big John to get the project green-lit. We were then able to use these mock-ups to work alongside our production partners to source a location and props to reflect our signed-off visuals.

How did you ensure that the concept remained innovative and stood out in a crowded marketplace?

There’s no shortage of competition in the convenience meal category. But there’s only one Big John. So to slice through, we built the campaign around his big personality – taking his tone of voice beyond social content to billboards, 6-sheets, radio and more.

This was demonstrated in our activations across the North of England, including a Big John appearance at a Sheffield United match where branded LEDs and a custom wrapped boxing machine invited fans to Beat the Boshfather by slugging a Punch-o-Metre. This bold, Boshfather-led approach made sure the campaign felt fresh, distinctive and impossible to ignore.

What do you hope it achieves for the brand?

To fuel great banter and sell more pies.

Credit list for the work?

Sean Mulholland - Creative Director

Michael Evans - Senior Art Director

Alastair Roy - Senior Copywriter

Charlotte Fearnley - Senior Account Manager

Ailsa Ballantyne - Senior Planner

Vicky Gerrie - Senior Producer

Studio Yes - Production Studio