Mattessons Fridge Raiders has launched a new £4m integrated campaign that aims to drive consumer awareness and engagement with Fridge Raiders’ core audience of 13 to 17 year olds. The campaign builds upon an ongoing social media campaign.
Launching today (16th February) for 10 weeks, the ‘Win gaming gear with every pack’ promotion is backed with a new TV ad.
The on-pack promotion runs across Fridge Raiders 60g packs of Roast, Southern Fried, Tikka and BBQ flavours, as well as 60g pricemarked packs and three minipacks of Roast and Southern Fried.
Consumers will have the chance to win a range of prizes, from bespoke screensavers and ringtones, to PlayStation gear and an opportunity to meet and game with YouTube Vlogger Ali-A.
“This guy is a superstar in the world of gaming,” explained Charlotte Kerr, Brand Manager for Mattessons, “so this prize really will appeal to our key target audience”.
Kerr concluded: “This activity puts our Fridge Raiders brand in a prime position to continue to drive incremental growth to the £185 million meat snacking category”.