Saatchi & Saatchi London: Fridge Raiders women got da power

What a difference a year makes – women have power, women want power. And Saatchi & Saatchi London has realised that this is an opportunity for Kerry Foods high protein snacks to stake its claim within a trend and consolidate itself within a different audience. Its new campaign, Get a Taste For Power, for Kerry Foods Fridge Raiders also continues to move the range’s strategy away from focusing on children. Research shows that adults are responsible for 85% of the UK’s snacking occasions.

The music video-style ad featuring West End star, Alexia Khadime, is injected with humour, filled with power memes – padded shoulders, big hair, power walking, a power boat – and underscored with a high energy soundtrack, Milli Vanilli’s Girl You Know It’s True. It’s also packed with sass. Lots of sass. The ad’s feel good emotion underlines the brand’s promise.

The lead 30-second TVC is supported by 10-second edits, OOH, digital OOH and social content.

Alastair Gibbons, marketing manager at Kerry Foods, commented, “Fridge Raiders is making a significant strategic shift in targeting adult consumers. To support this, we needed to create advertising that not only showed people that Fridge Raiders is the perfect snack to power them on through their day but was also bold and distinctive in celebrating our new visual identity and the modernisation of our brand. We are really excited to bring this campaign to market and see the impact it will have on our brand.”

Will John, creative director at Saatchi & Saatchi London added, “With Get A Taste For Power, we’ve created a power ad for a power snack that’s packed with protein. We’re showing all the powerful things you can do throughout your day, once you’ve snacked on the power of Fridge Raiders.”