Fridge Raiders: Less Media, More Conversation

Challenge

Fridge Raiders are packs of tasty 100% chicken breast with a variety of finger-licking flavours – a healthy snack that teens enjoy more than anyone else. The challenge for the brand lies not in the goodness of its product or its great flavours but more the nature of its category: meat snacking is not a ‘normal’ behaviour. It’s a standard habit for hungry teens to tuck into some crisps, chocolate or sweets but not meat. In order to grow long term sales the brand would have to ‘normalise’ meat snacking behaviour.

The problem is that creating a new behaviour is hard. Really hard. However it is slightly easier when you attach it to an existing behaviour. We looked at what behaviours teens currently do when they snack. We found that behaviour in gaming. The Fridge Raiders strategy for teens was then ‘become to gaming what popcorn is to film.’

Solution

We knew that a standard FMCG media channel mix wouldn’t work for this strategy – gamers spend a lot more time consuming digital media content than they do watching TV, food shopping or listening to the radio. But while we knew digital was key, we couldn’t afford to act as ‘wallpaper’ in the online environments teens inhabit; we couldn’t stimulate a new behaviour by being passive.

Instead we adopted a media strategy of sparking conversations in the digital environments where opinions were formed and new thinking was shared: we would take the creative campaigns created by Saatchi & Saatchi and place them in the heart of gamer conversations in both social media and in the content that gaming vloggers were creating.

In 2013 Fridge Raiders kicked off their new gaming strategy: Saatchi & Saatchi built the ‘MMM3K’ – the first ever snack dispensing helmet that could feed gamers Fridge Raiders automatically without the gamer needing to take their hands of the controller. We worked with gaming influencer Syndicate to launch the campaign: he unboxed and used the device live on his YouTube channel. We cut short form content from Syndicate’s reaction to run in social media and capture the attention of gamers across Facebook and YouTube.

Econometrics proved that the strongest performing media channel had been social – not TV – with a long term profit ROI of £1.44 vs. all channel average of £1.18. Clearly our strategy of using gamers’ conversation environments was working but critically it demonstrated that in this highly-connected world, the old “working/non-working” media splits no longer applied. The brand had spent more on ‘influencers’ than ever before as they built credibility, effectively creating a media channel in their own right. Thanks to the messages they passed on and the reach they commanded, we could invest less in paid media as a result.

Year 2 of Fridge Raiders’ gaming strategy brought a new idea from Saatchi & Saatchi – a gaming AI robot named F.H.R.A.N.K. Buoyed by the success of combining an influencer with social media amplification, we were able to evolve the media strategy even further, upping the percentage of total media investment in social from 16% to 21% (31% increase YoY and the highest of any Kerry Foods brand) and investing even more in a brand new influencer – gaming community legend, Ali A – rather than investing in an orthodox FMCG approach.

Results

From 2012 (pre-gaming strategy) to 2015 Fridge Raiders penetration had grown by +22% and average weekly sales over the same period was up +43%.

The initial 2013 econometrics measured by Bright Blue demonstrated that paid social media investment delivered the highest ROI of any media channel at £1.44, a 22% increase on other channels used by the brand.

By 2015, the evolution of our approach – the increased investment in social media, more investment into influencers and less on “standard” media – saw our ROI increase to £3.57, the highest we’d ever seen.