Snacking brand Fridge Raiders is positioning its ‘Bites’ as the go-to snack for busy young professionals who want to “stay ahead of the game” and “take on the day”.
Created in collaboration with independent creative agency Initials CX, ‘Stay One Snack Ahead’ will feature a “bold visual identity”, communicated using dynamic photography and CGI.
The campaign will combine these visual assets with “snappy headlines” that “confidently call out people’s moments of need”, showcasing how the high-protein snack can be perfect for busy lifestyles.
“Fridge Raiders Bites have been a part of people’s snacking habits for years, so we thought it was time to give them, and the nation’s busy snackers, the spotlight they deserve,” said Cal Jenkins, senior art director at Initials CX.
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“Our bold tone and exaggerated creative should give these little bites of chicken big impact up and down the country.”
Running through to 1 June, the creative will be rolled out across prominent out-of-home sites and sponsored social media, in a bid to boost brand and product awareness. Media planning and buying was handled by Dentsu X.
Chris Doe, UK marketing and innovation director at Pilgrim’s Europe (which owns Fridge Raiders) added: “Fridge Raiders has been on a transformational journey over the past five years, having almost doubled in size, and recently cracking The Grocer’s Biggest Brands list.
“However, there’s still huge Penetration headroom for the brand, so enlisting the help of Initials CX, this campaign is intended to shout about why Fridge Raiders Bites are the perfect snack when you need to stay ahead and take on your day.”
