Fridge Raiders in new multi-million pound campaign
Leading cooked meat company Mattessons is today launching a major new advertising campaign for its meat snacking range, Fridge Raiders, in order to widen its appeal to a teenage demographic.
The multi-million-pound campaign, devised in partnership with Saatchi and Saatchi, is based around a rhyming slang strapline, ‘for when you’re Hank Marvin’. Two TV adverts will air, emphasising Fridge Raiders’ credentials as a quick, tasty snack that can fully satisfy hungry teens. The hungry kids, dressed as the bespectacled Shadows guitarist and carrying red Fender guitars, return from school, returning back to themselves only after tucking into a bag of Fridge Raiders.
The 40- and 60-second ads will be supported by outdoor and digital marketing throughout the year.
Claire Winstanley, marketing director at Kerry Foods, said: “Mums really identify with the moment when their teens come home after school and are emptying out the fridge and cupboards looking for food.
“By playing on the phrase ‘Hank Marvin’, we were able to express this teenage hunger, bringing to life the satisfaction that Fridge Raiders deliver through the iconic Hank Marvin in a fun and memorable way.”
The Mattessons Fridge Raiders brand has shown strong growth since launching in 2005, and the brand is now worth an estimated £67m. The range has increased to six flavours, and Mattessons, which is owned by Kerry Food Group, has invested over £20m in the meat snacks market, to drive category growth by 50%.
Other Mattessons snack ranges include Twisted Tails, Rippa Dipper and Mighty Bite.
>Mattessons launches £5m Fridge Raiders flavour