Fridge Raiders are squeezing themselves into the into the realm of an energy pick-me-up in Saatchi & Saatchi UK’s new campaign, Get The Day Done. The idea separates the Pilgrim’s Food Masters brand from a myriad of snack foods and a very noisy advertising environment.
The campaign leads with a film that opens to the less-than-appealing aftermath of a summer festival and one of the cleaners sinking into himself (literally) at the thought of the task ahead:
Franki Goodwin, chief creative officer, Saatchi & Saatchi, commented, “That feeling when you need to write a quote for the release of your favourite chicken snack brand. You don’t want to do it… it’s exhausting… your head retracts into your body. No. It’s too much. I can’t… until the aforementioned chicken snack gives you the boost you need to get it done. Magic.”
The commercial is running on TV and VOD in the UK, supported in OOH and social, all acknowledging familiar moments where a quick snack makes all the difference, such as “when you think it’s Friday but it’s actually Wednesday”, and you need to “work hard, snack harder”.
The work builds on the insight that in busy, always-on lives, people need their snacks to work harder.
Chris Doe, UK marketing and innovation director at Pilgrim’s Food Masters, stated,”The campaign idea was born from the insight that modern consumers’ lives are incredibly demanding and they look to snacks to enable them to overcome the daily challenges we all face and ‘get the day done’. As a brand, we’re focused on giving consumers a reason to choose us over other snacks, by communicating the positive benefits of our protein-rich products’. ‘We’re excited for the future of Fridge Raiders, as we continue to invite more consumers to try our delicious snacks of substance.”
Credits:
Client: Pilgrim’s Food Masters
Agency: Saatchi & Saatchi London
CCO: Franki Goodwin
Executive Creative Director: Paddy Fraser
Creative Director: Michael Thomason
Copywriter: Katy Stanage, Joseph Arnold, Seb Howling
Art Director: Alice Marani, Chihiro Sato, Andrea Locci
Agency Producer: Josephine Roloff
Designer: Maarit Koobas
Executive Strategy Director: Sam Wise
Planning Director: Polly Goodman
Managing Partner: Humphrey Taylor
Account Director: Joe Dowson
Senior Account Manager: Tamara Sirandula
Media Buying Agency: Densu
Media Planner: Ciara Duffy, Jolene Timlin, Julieann Nolan
Production Company: Stink Films
Director: Felix Brady
Executive Producer: Solana Keenan
Producer: Andrew Rawson
Editing Company: Trim Editing
Editor: Liv Ay
Post Producer: Tatyana Alexandra
Post-Production: The Mill
Creative Director: Tom Luff
2D Lead: Matt McDougal
DMP Lead: Yit Sanalan
Senior Producer: Chloe Ensor
Production Assistant: Ellie Georgiou
Colourist: Alex Gregory
Executive Producer: Charlie Morris
Sound Studio: Factory Studios
Sound Engineer: Dan Beckwith
Sound Producer: Beth Massey
Music: Luke Hester
Composer: Luke Hester
Producer: Flossie Catling
