Frylight taps SAMY as first social agency partner

Spray oil brand Frylight has named global social-first agency SAMY as its inaugural social agency of record, marking a major investment in social as a driver of growth.

The move comes as Frylight rolls out a rebrand and packaging refresh in July, with a focus on increasing brand awareness through community-building and targeted activations.

The partnership aims to shift the brand’s positioning from purely functional benefits to emotional resonance, celebrating individuality, inspiring confidence in the kitchen, and reflecting evolving food culture on social media. SAMY will oversee Frylight’s Instagram, TikTok, and Facebook channels, delivering integrated, always-on campaigns that combine creative influencer collaborations, community engagement, and paid media. The agency will also develop updated visual and messaging guidelines aligned with Frylight’s new identity.

All activity will be supported by SAMY’s performance-driven approach, ensuring content and campaigns deliver tangible business results.

Joe Moring, social media director, SAMY UK: “Frylight is entering an exciting new chapter of growth, and we’re proud to be the first social agency of record for this household name. We’re tasked with proving the power of social to help the brand achieve its ambitious goals of engaging new audiences while strengthening loyalty among existing ones.”

Al Flynn, global senior brand manager: oils, Saputo UK: “Healthy cooking should never mean compromising on flavour or fun. With SAMY, we’ve found a partner that brings the strategic expertise, creative flair, and cultural insight to help Frylight connect authentically with both loyal fans and a new generation of food lovers. Social media is central to our growth strategy, and this partnership marks the start of a new chapter for Frylight.”

www.frylight.com

www.samy.com

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