AJ Odudu and Will Best fronted a summer broadcast day and campaign shoot for Holiday Inn Express, supporting the brand’s culturally relevant “Fresh or Fried” campaign.
Positioning Holiday Inn Express as the unofficial sponsor of the Summer of Pop, the campaign tapped into major UK music moments – from Britpop’s revival to a packed summer of live tours – while reinforcing the brand’s core promise: great sleep, energising mornings and a free hot breakfast.
At the heart of the campaign was the Fresh or Fried concept, reflecting the contrasting lifestyles of Gen Z and Millennial travellers. AJ and Will each embodied one side of the campaign, bringing the concept to life through personality-led storytelling, interviews and content.
The campaign promoted Fresh or Fried recovery packages, available to guests staying at select Holiday Inn Express hotels across the UK and Ireland, as well as a limited number of free packages available online. Each box was packed with essentials designed to help guests recover from festival season and start the day their way.
AJ and Will delivered a full broadcast media day, including TV and radio interviews, using Holiday Inn Express’ original research to drive conversation around music culture, travel habits and post-gig recovery.
The result was high-impact, culturally timely campaign that connected live music fandom with smart travel choices – positioning Holiday Inn Express as the go-to hotel for festival season and beyond.
To book AJ Odudu or Will Best for your next campaign, please contact us at letstalk@celebritysauceco.com
