Snack brand Fridge Raiders is celebrating busy, on-the go ‘doers’ with a new ‘Get the Day Done’ campaign that shows how its chicken bites are (apparently) synonymous with ‘doing more’.
Developed with historic London agency Saatchi & Saatchi, the Fridge Raiders campaign will be centred around a 20-second hero spot that illustrates how the Pilgrim’s Food Masters’-owned brand can help the public get through the toughest of tasks with a few bites of protein-powered motivation.
Set to be pushed out nationwide across TV and video-on-demand, the film will be supported by a range of out-of-home and social media executions.
“The campaign idea was born from the insight that modern consumers’ lives are incredibly demanding and they look to snacks to enable them to overcome the daily challenges we all face and ‘get the day done’,” said Pilgrim’s Food Masters UK marketing and innovation director, Chris Doe.
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“As a brand, we’re focused on giving consumers a reason to choose us over other snacks, by communicating the positive benefits of our protein-rich products. We’re excited for the future of Fridge Raiders, as we continue to invite more consumers to try our delicious snacks of substance.”
Featuring copy such as ‘When you think it’s Friday but it’s actually Wednesday’, and ‘When you need to work hard, snack harder’, the Fridge Raiders creative looks to appeal to busy Brits who are looking to stay fuelled on-the-go.
Saatchi & Saatchi chief creative officer, Franki Goodwin added: “That feeling when you need to write a quote for the release of your favourite chicken snack brand.
“You don’t want to do it… it’s exhausting… your head retracts into your body. No. It’s too much. I can’t… until the aforementioned chicken snack gives you the boost you need to get it done! Magic.”
