Creative Corner: Bish Bash Bosh with Fray Bentos, matcha Oatly and The Ordinary calls out skincare jargon

Happy Friday, readers.

This week’s Creative Corner brings you a boshing big serving of Fray Bentos pie, a culturally refined taste of matcha from Oatly, and a campaign from The Ordinary which strips bare the formulaic tales of the beauty industry.

BOSH: Fray Bentos gets a big personality boost

Sitting down to dinner to scoff a Fray Bentos tinned pie was a common occurrence when I was growing up. The thought of it now might seem alien to many - but that may soon change. Because bosh, the tin is back.

And who better to lead the charge than The Boshfather himself? No, not the other bloke who shimmied out of Strictly faster than a Revell Horword put down, but Big John: the original, straight-talking fella with the now-iconic “BOSH!” catchphrase. He’ll be serving up Fray Bentos moments across social, OOH, digital audio, and in-store POS.

In a bold move to reheat its reputation and serve up some serious flavour nostalgia, the iconic tinned meals brand has teamed up with The Boshfather for a nationwide campaign that blends retro comfort with modern personality.

The campaign, titled “Bish Bash Bentos”, aims to reignite love for the brand’s classic range - from gravity-defying pastry pies to meatballs and modern protein pouches - by dishing them up to a new generation raised on short-form content and social media.

A proper dollop of old school comfort, the campaign includes a travelling activation this November, taking Bish Bash Bentos on the road and straight to the people. Expect big helpings of nostalgia, a few “BOSH!” moments, and a reintroduction to a brand that’s ready to make dinner fun again.

Sometimes all it takes is a pie, a personality, and a proper catchphrase.

Berlin, matcha and a new taste of tomorrow

You would need to have been living under a rock not to notice the rise (and rise) of green matcha - arguably the most trend-driven drink of 2025. This week, Oatly paid homage to the cuppa of the moment with Oatly on the Rocks.

Created to celebrate the launch of its new Matcha Oat Drink and debut its AW25 Look Book, the Swedish oat drink brand brought together Europe’s most creative baristas, mixologists, chefs, and culture-makers. The event showcased a collection of 18 seasonal recipes that challenge everything we think about flavour, texture, and what a “drink” truly is.

Part laboratory, part café, the day kicked off with a visionary keynote from food futurologist Dr. Morgaine Gaye, who distilled the future of taste into six tactile words: puffy, fluffy, thick, creamy, smoky, and foamed. A panel of experts - including Michelin-starred chef René Frank, trendsetter Riccardo Simonetti, and mixologist Linh Nguyen - mapped out the next era of food innovation before a green-lit party brought the day to a close, with DJ Stella Bossi playing to a backdrop of oat drinks in a night of mindful celebration.

In what could have passed for a high-end fashion label launch, Oatly on the Rocks stands as a manifesto of the brand’s evolving vision - one that sees a daily cuppa as more than just a drink, but a part of your identity.

And in case you’re wondering if matcha has peaked, word is: sparkling tea could be the next wave ready to revolutionise your local coffee shop.

The Ordinary’s ‘Periodic Fable’ cracks the glossy surface of beauty marketing

In a world of “rare extracts” and “clinical-grade” promises, The Ordinary has pulled back the curtain on the beauty industry’s most seductive illusion: its language. With The Periodic Fable, created by Uncommon Creative Studio, the cult skincare brand invites us to question the words consumers have been sold for years.

Set in a dystopian classroom, the campaign’s short film is hypnotic and unsettling. 

Students, dazed and robotic, chant skincare buzzwords while performing synchronised movements inspired by viral beauty routines. It ends with a jolt of clarity: a blindfold removed, a breath taken, and The Periodic Fable™ projected before them; a new kind of skincare syllabus.

The “fable” itself is a reimagined periodic table, replacing chemical elements with 49 of the industry’s most overused and misleading marketing terms, from “luxury” to “dermatologist approved.” The message is simple: these words don’t always mean what you think, and consumers deserve better.

The global campaign rolls out with bold OOH placements, influencer collaborations, and a dedicated landing page that lets users click into each “element” of the fable to reveal not just what these buzzwords claim, but what they actually mean.

Transparency and truth are at the heart of everything The Ordinary stands for. The Periodic Fable delivers that message perfectly.

That wraps up another edition of Creative Corner.

As always, if you're working on something that deserves the spotlight — or you've seen a campaign worth sharing — drop me a line at paul.lucas@fanclubpr.com