The Brief

We worked with AO to deliver a creative PR and influencer campaign that would raise awareness of its non white-goods appliances. One such appliance was the air fryer. In the last few years, air fryers have become a fixture of British life. Millions of us have them and swear by them.

But were people so obsessed with their compact cooking machines that they’d take them on holiday? As we found out through our idea, the answer was a resounding “yes”.

The Big Idea

We asked Brits about their travel habits, and the results were clear: air fryers are officially a holiday essential. In fact, one in five already take an air fryer away on holiday, while a quarter would pay for extra baggage to take one. What’s more, 27% said they’d take one abroad if it were easier to pack.

To cater for Brits who couldn’t bear to leave their little kitchen appliance behind, we created The Frequent Fryer Suitcase: a limited-edition travel case, custom built to fit a standard single-draw air fryer. Crafted from brushed aluminium, the suitcase also featured a transparent front panel allowing ‘frequent fryers’ to show-off their appliance in departures and arrivals.

The Results

This creative PR and influencer tactic really flew (pun intended). So taken were the Daily Mail with the idea they wrote four separate articles about it, with their travel editor also testing the suitcase. Other big-hitting titles that were fans of the fryer suitcase included Daily Mirror, Daily Express, T3, Capital Radio and Holiday Expert. We also worked with AO to send influencers abroad with the air fryer suitcase, testing it in the airport and making dishes on their travels.