Snack brand Fridge Raiders has launched a £2.2m brand campaign, as the company aims to amplify brand awareness alongside the expansion of its ‘Poppers’ range.
The Pilgrim Food’s-owned company has unveiled its new extended ‘Poppers’ range, which consists of a new flavour, Garlic & Herb – and will be available in Tesco and Asda from this month – coinciding with the brand’s new campaign which aims to bolster its market share in the meat snacking category.
The new campaign positions Fridge Raiders as a “convenient, high protein option for busy consumers and centres the brand around the fast-paced, snack-centric lifestyle of shoppers.
Developed in partnership with creative agency Saatchi & Saatchi, the campaign employs the adage, “work hard, snack harder” and depicts tired workers being renewed by having a Fridge Raiders snack.
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Dubbed ‘Get the Day Done’, the snack brand‘s new Masterbrand campaign is due to showcase from 8 April to 19 August across a variety of media including TV, out-of-home digital and influencer partnerships.
“The campaign idea was born from the insight that modern consumers’ lives are incredibly demanding, and they look to snacks to enable them to overcome the daily challenges we all face and ‘get the day done,’’ said Pilgrim’s Food Masters marketing and innovation director Chris Doe.
“As a brand, we’re focused on giving consumers a reason to choose us over other snacks, by communicating the positive benefits of our protein-rich products. ‘We’re excited for the future of Fridge Raiders, as we continue to invite more consumers to try our delicious snacks of substance.”
Saatchi & Saatchi chief creative officer Franki Goodwin added: “That feeling when you need to write a quote for the release of your favourite chicken snack brand. You don’t want to do it… it’s exhausting… your head retracts into your body. No. It’s too much. I can’t… until the aforementioned chicken snack gives you the boost you need to get it done! Magic.”
