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....