Advertiser: KERRY FOODS
Agency: SAATCHI & SAATCHI
Category: Fast Moving Consumer Goods
Advertising campaign: MEAT SNACKING HELMET
Design And Build: (Hothouse)
Community Management: (Outside Line)
Business Leader: Charles Pym (Saatchi/Saatchi)
Director Of Integration: Matt Groves (Saatchi/Saatchi)
Art Directors: Matthew Guy (Saatchi/Saatchi)
Editor: Myles Painter
Agency Producer: Greg Hemes (Saatchi/Saatchi)
Executive Creative Director: Paul Silburn (Saatchi/Saatchi)
Copywriter: Rob Potts (Saatchi/Saatchi)
Executive Creative Director: Kate Stanners (Saatchi/Saatchi)
Director: Kit Lynch-Robinson (Marmalade Films)
Production Co Producer: Neil Cray
Account Management: Sam Hawkey (Saatchi/Saatchi)
: Special Thanks To Bucks New University
Planner: Tom Callard (Saatchi/Saatchi)
Planner: Tom Gibson (Saatchi/Saatchi)
Art Directors: Andy Jex (Saatchi/Saatchi)
Creative Director: Andy Jex (Saatchi/Saatchi)
Account Management: James Barker (Saatchi/Saatchi)
Copywriter: Will John (Saatchi/Saatchi)
Post Production/Sound Design: (Marmalade Films)
Designer: Brett Shellard (Saatchi/Saatchi)
Project Manager: Freya Thompson (Saatchi/Saatchi)
Designer: Louis Sheppard (Saatchi/Saatchi)
Digital Producer: Richard Leafberg (Saatchi/Saatchi)
Creative Director: Rob Potts (Saatchi/Saatchi)
Execution
We wanted Fridge Raiders to be eaten after school by teens. With 61% of them gaming after school we needed to be part of gaming culture.We uncovered a real problem gamers face; they play games for hours building up an appetite but unable to snack for fear of losing a life. Fridge Raiders were the perfect snack because they lacked the grease and crumbs of other snacks. We showcased this with a device that would feed gamers Fridge Raiders hands-free. This appealed to the audience’s love of gadgets.Rather than advertise on a gaming site we formed a partnership with a gaming celebrity. This gave the brand credibility and acted as our media channel.
Implementation
The idea was to create a hands-free snacking and gaming device, allowing gamers to eat Fridge Raiders without disrupting their gameplay.We partnered with Syndicate Project, a gaming celebrity with millions of fans, to co-create the device.First we asked his followers to submit their ideas to the Fridge Raiders Facebook page.The response was incredible; over 15,000 ideas submitted across Facebook, Twitter and YouTube. We responded to the community by sending back blueprints and the very best suggestions were made into prototypes to be tested by Syndicate Project. After weeks of product development, the final working prototype was delivered to Syndicate Project by Royal Marines. He then “unboxed” the device online to his millions of fans.
Outcome
Over eight weeks, sales increased 65% versus the same period a year ago. For every £1 spent we generated £5.73 in incremental sales.Facebook fans went from 0 to over 127k. Cost per like was £0.39, over 6 times the industry average of £2.50.We achieved 126m impressions of our content on Facebook with a reach of over 31m people. Facebook media generated a click-through-rate of 0.6%, above the industry average of 0.04%. The campaign received upto 1m engagements with a cost per engagement of only 5p versus the industry average of 40p.The video content was viewed over 3 million times, gaining 290,000+ ‘Likes’ on YouTube.We had over 15,000 ideas submitted by our community.
Client Brief Or Objective
Sales of Fridge Raiders, a meat snack, were in decline. We needed teens who ate crisps after school, to eat Fridge Raiders as a more filling alternative.Being part of the after-school occasion meant being part of gaming culture; 61% of teens play computer games after school. Whilst two thirds of them eat while they play, they struggle to combine both activities – it’s fiddly, controllers get greasy, crumbs jam the joystick and lives are lost. Not only are Fridge Raiders more filling than crisps, they are a better snack for gamers because they lack grease and crumbs.The brief was to show Fridge Raiders as the ultimate snack for gamers.