- Fridge Raiders is investing over £2.2m over the next six months as part of its new Masterbrand campaign, ‘Get the Day Done’, developed with Saatchi & Saatchi
- New campaign celebrates busy, on-the-go doers who are empowered by real and sustaining snacks
Iconic snack brand, Fridge Raiders, is proud to announce the launch of its latest Masterbrand campaign, ‘Get the Day Done’ in partnership with Saatchi & Saatchi. With a strategic investment exceeding £2.2 million over six months, Fridge Raiders is set to deepen its emotional connection with adult consumers while amplifying brand awareness and increasing market share.
This dynamic campaign centres on Fridge Raiders’ long-held position as a convenient, high-protein option for busy lifestyles. Scheduled to run in two bursts, commencing on the 8th of April and the 19th of August respectively, the campaign is poised to captivate audiences across various media platforms including TV, Out-Of-Home, Digital, and influencer partnerships.
With ‘Get the Day Done’, Fridge Raiders acknowledges the fast-paced, snack-centric lifestyles of its customers and aims to provide tasty sustenance which is tailored to their needs.
The campaign portrays tired and weary workers striving to persevere through their workday, until they find renewed motivation from a familiar, delicious, and high-protein snack, affirming the adage: “work hard, snack harder.” Grounded in consumer insights, the campaign underscores the significance of flavour and experience in savoury snacking by spotlighting key product attributes like high protein content, flavour and the 100% chicken breast ingredients. All combine to energise consumers throughout their day.
The launch of ‘Get the Day Done’ aligns with Fridge Raiders’ exciting expansion of their Poppers range, which is now available in Tesco and Asda, with more customers following later in the year. As the second-largest brand in the Meat Snacking Category, boasting a substantial 33% market share, Fridge Raiders has recently introduced a new flavour, Garlic & Herb, to its diverse lineup of offerings, starting from April 8th. This expansion is a direct response to consumer desires for bold flavours and enhanced taste sensations, showcasing Fridge Raiders’ dedication to staying attuned to evolving market trends.
‘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 Chris Doe, UK Marketing and Innovation Director at Pilgrim’s Food Masters. ‘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’.
Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi said, “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.’
ABOUT PILGRIM’S FOOD MASTERS
Pilgrim’s Food Masters is a large food manufacturer that supplies branded and private label meat and meat-free products to every major UK & Ireland supermarket. Their best-loved brands include Fridge Raiders, Richmond, Denny, Galtee and Rollover. The Meals business specialises in authentic chilled and frozen ready meals.
ABOUT FRIDGE RAIDERS
Fridge Raiders, a proud part of Pilgrim’s Food Masters, has been a reliable leader in snacking since 2005 with its dedication to create delicious and convenient ready-to-eat options. Now the second largest brand in the meat snacking category, its chicken-based snacks have been pivotal to many lunchtime meals and wider snacking occasions, offering quality in taste and experience. Dedicated to leading category innovation and always one step ahead of evolving consumer needs, the brand now boasts a wider range of products, including both meat and meat-free ranges.
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