Mattessons: Fridge Raiders & YouTube – Powering up gamers and marketing since 2013

Mattessons, a savoury snack brand, partnered with YouTube in 2013 to turn around an unknown and unloved brand by harnessing the potency of one of YouTube's biggest communities: gamers.

Executive Summary

This is the story of how a small brand found a big voice with YouTube. Unlike most, this partnership spans four years, not just a one off.

A partnership that began in 2013, way before YouTube became mainstream. A partnership that was transformative for Mattessons and it saw an unknown and unloved brand turn its fortunes around by harnessing the potency of one of YouTube's biggest communities: gaming. At a time when many were still using YouTube as a mere media channel, Fridge Raiders found a higher purpose, to 'power up' gamers. This approach has seen the brand...

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