Mattessons Fridge Raiders: F.R.H.A.N.K. The story of a brand acting bigger than it is

This case study shows how Mattessons sought to expand the UK's new 'meat snacking' category with its Fridge Raiders brand, by partnering with a gaming celebrity and engaging a teenage audience.

Mattessons Fridge Raiders: F.R.H.A.N.K. The story of a brand acting bigger than it is

Raquel Chicourel and Enni-Kukka Tuomala

Campaign details

Client: Kerry FoodsAgency: Saatchi & SaatchiBrand: Mattessons Fridge Raiders

Summary

Sacrifice and over-commitment to a more focused strategy for Mattessons Fridge Raiders allowed this tiny challenger brand, with a measly 0.4% share of voice (source: Vizeum, 2014), to create the world's first artificially intelligent gaming and snacking robot. It allowed the brand to infiltrate teen popular culture through the gaming community and take on the goliaths of the snacking world without them even realizing....

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