Crisp ‘n Dry launches rebrand to celebrate 50th anniversary


Crisp ‘n Dry, the UK’s number one cooking oil brand is celebrating its 50th year anniversary by bringing a new look and feel to the design of the brand to dial up its long standing British heritage.

The new design keeps true to what loyal consumers know and love about the brand and whilst retaining its iconic red branding, it brings the product’s key messages to the forefront including its 100% rapeseed oil offering and high in Omega 3 health credentials.

To support the new rebrand, Crisp ‘n Dry will be launching a brand new national TV campaign, due to air from 23rd November 2020. The new advert will emphasise the brand’s heritage and inspire viewers to create crowd-pleasing dishes for generations and mealtimes whilst highlighting the versatility of the oil. Playing on the fact the brand is 100% rapeseed oil, the advert will encourage viewers to go above and beyond and give 100% to whatever meal they are cooking.

Kim Matthews, commercial director for Crisp ‘n Dr, commented: “Crisp ‘n Dry has  been supporting mealtimes for 50 years now – whether it’s browning and basting or roasting and frying, we want to continue this for the next fifty years and beyond.

“The new branding and TV campaign marks the occasion in a contemporary way, whilst acknowledging its fantastic brand heritage and we’re thrilled to finally see the products on supermarket shelves.”

Throughout the year, wider ATL activity has included a lifestyle media partnership and  influencer collaboration with celebrity chef and TV personality Lisa Faulkner.

Long-term sustainability is important to the future of the brand and Crisp ‘n Dry’s non-drip easy-pour bottles are made from over 50% recycled plastic and are fully recyclable.

The Crisp ‘n Dry range is currently available in most grocery retailers.