Strong Roots: Let's Be Real

Frozen vegetables had an image problem: a familiar category was being treated as a practical compromise rather than a desirable food choice. For Strong Roots, the challenge was to change that perception among health-conscious 25–34-year-olds in Ireland and the UK. The strategy needed to make frozen food feel relevant to their lifestyles, not simply convenient.

As Head of Strategy at Circulate, Felipe Delphorno worked on the brand's positioning, voice and launch strategy. The approach reframed frozen vegetables as a premium, aspirational lifestyle choice. Under the platform identified in the portfolio as ‘Let's Be Real’, the work connected the brand's product proposition with a clearer reason for its audience to choose it. Positioning and voice gave the brand a consistent foundation for communicating that shift.

The outcomes recorded in Felipe's portfolio include more than 40 million impressions, listings in major retail chains and Strong Roots becoming the region's No. 1 sweet potato fry brand. The portfolio also notes a reported $55 million investment from McCain Foods. These are the results supplied for this case; the investment is not presented as a directly proven consequence of the campaign.