Mattessons-owned snacking brand Fridge Raiders has pumped £1.1 million into a new, integrated marketing campaign to promote the launch of its first vegan offering, ‘Meat-Free Tasty Bites’, a plant-based take on its flagship ‘Chicken Bites’.
The campaign, set to run nationally, will be pushed across video-on-demand, TV and social media platforms, alongside digital out-of-home activations at 19 train stations across the country.
Product-sampling will be also be available at locations with high footfall, in addition to shopper marketing activations both in-store and online.
Developed as a collaboration between London’s Saatchi & Saatchi and Japanese agency Dentsu, the campaign will aim to drive brand awareness in the young adult category (18 to 34 years-old.)
The news comes as analytics firm Kantar named Fridge Raiders as the second fastest-growing FMCG brand last year, with a 33.4% sales increase and a retail sales value of over £95 million.
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“We are thrilled to showcase our newest campaign, ‘Chicken Not Chicken’, to celebrate the launch of the Fridge Raiders Meat-Free Tasty Bites and demonstrate our commitment to shaking up the meat snacking fixture” said Fridge Raiders marketing manager, Chris Doe.
“The launch of Meat-Free Tasty Bites is a huge moment for the Fridge Raiders brand, as it taps into new sectors within the snacking category, underscoring our strategic growth plans.
“As one of the biggest and fastest-growing meat snacking brands, we’re always looking to cater to the ever-changing consumer demands, and the launch of Meat-Free Tasty Bites caters perfectly to the growing plant-based demand.”
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