Snacking brand Fridge Raiders is “firing up the flavour” with the launch of a UK-wide campaign to celebrate its all-new ‘Grills’ offering, marking its latest product innovation.

Developed in partnership with independent creative agency Initials CX, ‘That Real Grills Feeling’  will kickstart what the brand is calling ‘a major step’ as it looks to shift perceptions around processed snacks and shine a spotlight on its flame-grilled chicken fillet range.

Targeting busy young professionals who want protein-rich snack choices they can enjoy on the move, the campaign will aim to boost awareness and consideration for Grills as part of the wider Fridge Raiders portfolio.

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“For us, it’s about more than food, it’s about the feeling. That first bite of proper flame-grilled chicken, when the flavour hits and you feel that little lift. That’s the moment we’ve built the campaign around. Real food, real energy,” said Dan Clark, senior copywriter at Initials CX.

With media planning and buying handled by media firm Dentsu X, the work will go live across national out-of-home sites and sponsored social channels through to 15 June.

Chris Doe, UK marketing and innovation director, Pilgrim’s Europe added “Fridge Raiders has built real momentum, doubling in size over the past five years and recently making it into The Grocer’s Top 100 Brands.

“We believe the brand has got heaps more potential though, and the launch of Grills is intended to reach more health-conscious consumers to drive Penetration of the Meat Snacking category. We’re supporting the launch with strong investment, and are confident that our bold, dynamic creative will help drive awareness and trial with our target audience.”