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Kerry Foods appoints Saatchi & Saatchi X to Mattessons Fridge Raiders account

Tuesday December 2, 2014 at 8:05pm
Kerry Foods has appointed shopper marketing agency Saatchi & Saatchi X to the roster for its Mattessons Fridge Raiders brand after a competitive pitch. Saatchi & Saatchi X’s task will be to handle the shopper marketing activity for the latest Mattessons Fridge Raiders advertising campaign featuring F.R.H.A.N.K., an artificially intelligent robot co-created with YouTube gamer Ali A (pictured with F.R.H.A.N.K. and his community of millions of gaming fans. The agency will be responsible for inspiring buying momentum amongst the brand’s core market of teens and affirming Fridge Raiders as the ultimate power-up for hungry gamers, as well as appealing to the primary shopper – mums. The agency will work alongside Saatchi & Saatchi, Mattessons’ lead creative agency, as a fully integrated team. The shopper campaign, which will launch early in 2015, will run across direct and indirect channels, including on-pack promotional activity. James Brett, head of shopper marketing for Kerry Foods, says “Saatchi & Saatchi X ticked all the boxes; shopper insight, powerful creative and channel understanding. They challenged our thinking around how we influence mums as part of a campaign targeting teens, a brave thing to do in a pitch.” Rachelle Headland, managing director at Saatchi & Saatchi X, observes: “We can now take their brand ambition and bold consumer campaigns through to retail and direct to shopper channels seamlessly as an integrated team.”
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