Snack brand Fridge Raiders has announced the launch of its latest Masterbrand campaign, ‘Get the Day Done’.
With an investment exceeding £2.2m over six months, the brand stated that it was looking to “deepen its emotional connection with adult consumers while amplifying brand awareness and increasing market share”.
The campaign centres on Fridge Raiders’ long-held position as a convenient, high-protein option for busy lifestyles. Scheduled to run in two bursts, commencing this month and 19 August respectively, the campaign will run across various media platforms, including TV, Out-Of-Home, Digital, and influencer partnerships.
The campaign portrays tired and weary workers striving to persevere through their workday, until they find renewed motivation from a familiar, delicious, and high-protein snack, affirming the adage: “work hard, snack harder”. Grounded in consumer insights, the campaign underscores the significance of flavour and experience in savoury snacking by spotlighting key product attributes like high protein content, flavour and the 100% chicken breast ingredients.
The launch of ‘Get the Day Done’ aligns with Fridge Raiders’ expansion of their Poppers range, which is now available in Tesco and Asda. As the second-largest brand in the Meat Snacking Category with 33% market share, Fridge Raiders has recently introduced a new flavour, Garlic & Herb, to its lineup of offerings.
“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 Chris Doe, UK Marketing and Innovation Director at Pilgrim’s Food Masters.
“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”.
