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Fridge Raiders launches cross-channel marketing campaign for new plant-based snack

Fridge Raiders, a Pilgrim’s brand, has launched a £1.1 million marketing campaign to promote the plant-based version of its famous Chicken Bites. The Fridge Raiders Meat-Free Tasty Bites ‘Chicken Not Chicken’ campaign is running across video-on-demand, Sky Adsmart, and digital out-of-home across 19 UK train stations, as well as Facebook and Instagram.

The campaign, developed in collaboration with Saatchi & Saatchi and Dentsu, is designed to drive brand awareness among 18 to 34-year-olds. The voices of comedians Monica Geldart and Nathan Foad have been enlisted for the campaign’s AV spot, where they invite consumers to try the new meat-free snack.

The Meat-Free Tasty Bites are also being sampled at high-footfall locations across the UK, alongside shopping marketing activations across in-store and online. Fridge Raiders worked with Bloom London on the packaging design for the range.

“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 Chris Doe, Marketing Manager for Fridge Raiders. “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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