FRIDGE RAIDERS GETS £4m AD CAMPAIGN
The Fridge Raiders chicken bites range by Mattessons will be back on air on 1 May in a new national £4 million TV and cinema advertising campaign.
The Fridge Raiders chicken bites range by Mattessons will be back on air on 1 May in a new national £4 million TV and cinema advertising campaign, part of a heavyweight support package for the brand this year.
The campaign will have a six week burst on TV, followed by three weeks in cinemas, timed to coincide with the launch of the new Indiana Jones movie.
The phenomenally successful Fridge Raiders range - which has single-handedly doubled growth in the meat snacks sector over the last year - has recently been extended with the launch of two new variants, as well as being given a makeover with new packaging and a new logo.
The strapline for the new campaign is "Brings out your carnivorous side" and features the very latest in prosthetic techniques by the UK's leading special effects company, Artem.
The ad - developed by Quiet Storm - depicts a young man at home tucking into a packet of Fridge Raiders, noticing his eyebrows becoming bushier. The more Fridge Raiders he eats, the more animalistic his features become, until he turns into a fully fledged carnivorous beast.
At first he appears alarmed by his transformation, but then begins to enjoy his new look, dancing in the mirror with confidence - until his girlfriend returns home...
David Warren, Mattessons marketing controller, said: "Our aim was to communicate in no uncertain terms that Fridge Raiders chicken bites are irresistibly meaty!
"Showing a man literally turning into a carnivorous beast is an entertaining and memorable way to do this and will deliver real cut-through amongst our target audience."
The cooked meat snacks sector is currently worth £60m - a growth of 17% since 2007.
Fridge Raiders are available in five flavours - new Sweet Chilli, new Southern Fried, Roast and Tikka and Chinese spare rib.