Mattessons Fridge Raiders: The Mattesson-aissance
This is a story of how a video gaming-centric strategy at Mattessons Fridge Raiders created a new commercial and creative era for the small meat snacking brand. The resulting campaigns turned the struggling Fridge Raiders, owned by conservative Kerry Foods, into a category leader. Fridge Raiders went from speaking to a safe and retailer-friendly heartland of mums to addressing the notoriously fickle world of teens. It took money out of TV and into digital, and transformed itself from a conventional above the line advertiser to one that created content including an artificially intelligent robot and a helmet that equipped gamers for hands-free snacking. The Mattessons' Gaming era achieved a long-term revenue ROI of 3.97 for every 1 invested and a long-term net profit return of 2.34 for every 1 spent (totalling 3.1m profit).