• Fridge Raiders is supporting the launch of its new Meat-Free Tasty Bites with a £1.1 million cross-platform campaign
  • Working with Saatchi & Saatchi and Dentsu, the ‘Chicken Not Chicken’ campaign showcases Fridge Raiders’ new Meat-Free Tasty Bites
  • The new TV spot can be seen here

Fridge Raiders, a proud part of Pilgrim’s Food Masters, today announces its latest marketing campaign, ‘Chicken Not Chicken’. The £1.1 million campaign will hero its latest snacking innovation, Fridge Raiders Meat-Free Tasty Bites, a plant-based version of the brand’s iconic Chicken Bites.

Live since the 30th of May, the ‘Chicken Not Chicken’ campaign has been developed in collaboration with Saatchi & Saatchi and Dentsu and is designed to drive brand awareness among 18 to 34-year-olds. Fridge Raiders has enlisted the voices of comedians Monica Geldart and Nathan Foad for its AV spot, to help get consumers excited about the launch. The duo is heard discussing the most chicken-y chicken-less snack in the world, whilst inviting curious consumers to try the new meat-free snack for themselves.

A brand long recognised as a meat snacking leader, this campaign highlights that Fridge Raiders Meat-Free Tasty Bites taste exactly like chicken but have a 100% plant-based recipe. This newest innovation from the snacking giant leans into the growing consumer need for plant-based snacking options that deliver on taste, texture and quality.

The integrated campaign will be going live across VOD, Sky Adsmart and digital OOH across 19 train stations in the UK, in addition to Facebook and Instagram social campaigns. Additionally, there will be product sampling at high-footfall locations across the UK, as well as shopper marketing activations spanning in-store and online to drive excitement and interest.

Fridge Raiders worked with Bloom London on the packaging design for the range. The ‘Plant Takeover’ has been inspired by classic plant-based category iconography with a splash of the Fridge Raiders’ signature brand aesthetic. The impactful design has been crafted to catch the eye of all consumers, showcasing the iconic Fridge Raiders flavours of Slow Roasted and Katsu whilst clearly signalling the new meat-free format.

“We are thrilled to showcase our newest campaign, ‘Chicken Not Chicken’, to celebrate the launch of the Fridge Raiders Meat-Free Tasty Bites and demonstrate our commitment to shaking up the meat snacking fixture” says Chris Doe, Marketing Manager for Fridge Raiders. “The launch of Meat-Free Tasty Bites is a huge moment for the Fridge Raiders brand, as it taps into new sectors within the snacking category, underscoring our strategic growth plans. As one of the biggest and fastest-growing meat snacking brands, we’re always looking to cater to the ever-changing consumer demands, and the launch of Meat-Free Tasty Bites caters perfectly to the growing plant-based demand.”

“When we tasted this product, we quickly realised there was a contradiction. They are full of chicken-y taste but had no chicken in them. As a proud chicken snack brand, we felt Fridge Raiders needed to be totally unapologetic to consumers that the brand had removed the chicken. Hence Chicken Not Chicken”, said Richard Huntington, Chief Strategy Officer at Saatchi & Saatchi. 

“Already a successful brand in the meat category, Bloom’s challenge was to explore how Fridge Raiders could leverage its distinctive brand personality and recognition to deliver a new product that offers a meat-free alternative to their classic snack, with no compromise on taste.  The design needed to feel a part of the Fridge Raiders family whilst clearly communicating this as a Meat-Free alternative”, said Neil Vestrini, Associate Creative Director at Bloom. “We needed to retain Fridge Raider’s clear substantial snack offering, retaining the warmth and optimism of the brand whilst leveraging plant-based cues to clearly distinguish this product from the core range. Striking green and bespoke leaf illustrations brought the Fridge Raiders recognisable brand into this new category.”

“With the new plant-based launch, we knew that we were talking to consumers who have already built a strong meaningful connection with this snack of substance.” said Dael Wood, Strategic Consulting Director at Dentsu International. “Our media approach is designed around their snacking mission with a careful balance of bold disruption to tell the new plant-based story, combined with smart utilisation of touchpoints to deliver frequency. This is a strong and agile launch plan that will connect with 18–34-year-olds all the way to point of purchase.”

This investment in advertising and shopper activations comes as a result of an impressive year of growth and success for Fridge Raiders. The brand was named the second-fastest growing in FMCG last year[1]. With a sales increase of 33.4% in 2021, Fridge Raiders has now reached an RSV of £95.4 million[2]j and shows no sign of slowing down growth-wise. Having already established itself as a leader in the meat-snacking category, the launch of Fridge Raiders Meat-Free Tasty Bites allows retailers to make the brand accessible to even more shoppers.  

[1] Kantar Take Home FMCG – fastest growing brands based on value sales 48 w/e 29-Nov-20 vs. w/e 28-Nov-21

[2] IRI Total Meat & Cheese Snacks MAT to 20.03.2022

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