Frondi with Friends: A Campaign About Friendship

Challenge: Frondi isn’t the only waffle on the shelf. So how do we make it stand out and become the consumer’s ultimate choice?

The brand was seeking a new digital positioning: more emotional, more contemporary, and more connected with users – from Gen Z to Boomers and everyone in between. We wanted to move beyond the sweet and crunchy product attributes and build something more: a brand that breathes with its audience – with its friends.

Solution: Digital Campaign Frondi x Friends

The name “Frondi” practically calls for sharing sweet moments with friends. And that’s exactly what we did. The memorable wordplay Frondi with Friends wasn’t just a phonetic coincidence – it became a statement. We tied the product to the strongest emotions: friendship, closeness, spontaneity. Frondi with Friends isn’t just a slogan. It is a statement.

The first campaign built on influencers who are actually friends

We didn’t just want influencers. We wanted a real crew – genuine friends who debate everything over a pile of Frondi waffles. And who the public still recognizes and loves. We invited Blaž Vižintin – El Vixo – and his close friends. Without a filter, they tackled the funniest and most bizarre “friendship” dilemmas.

The first Digital Friendship Manifesto

On Instagram and Facebook, we provoked, engaged, and rewarded. We challenged the public to create the very first Digital Friendship Manifesto – 10 rules for long-lasting, sweet friendships. The 10 most creative submissions were rewarded with a total of 54 kg of crunchy Frondi waffles. Enough for them – and all their friends.


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Results

This campaign clearly didn’t just stay among circles of friends – it went much further. The results speak for themselves:

  • We achieved 751,100 views (+150% above target)
  • Reached 216,400 people (+44.3% above target)
  • Received 813 creative contest entries (+62.6% above target)
  • Gained over 350 new followers across Facebook and Instagram
  • Delivered 54.4 kg of Frondi waffles to lucky winners

Let’s become friends too! Write to us at: playbold@boldgroup.si