For the gamer who has everything else tech-y, snack food brand, Mattessons, offers up an A.I robot to program.

Mattessons Fridge Raiders are slow roasted chicken nibbles in grab packs, in five flavours. Let’s assume that its teen target market is a given.

It won’t be a surprise either, that the brand is in with the gamer crowd. Last year’s Fridge Raiders campaign by S&S won the IPA Effectiveness award. It asked gamers to help co-create the ultimate hands-free snacking & gaming helmet, the MMM3000. The campaign’s films were viewed over 3.2m times on YouTube and more than 15,000 ideas were submitted for the co-creation competition. This campaign achieved a 20% uplift in sales.

Mattessons and Saatchi & Saatchi have now partnered with celebrity YouTube gamer, Ali-A, (who has 4.7 million subscribers) to make sure that the brand has cred with this hard-to-engage group of people.

So Ali will unveil this year’s “campaign” – let’s call it a lure, or F.R.H.A.N.K (which stands for Fridge Raiders Hunger Automated Kit). It’s a robot with artificial intelligence whose personality will be built by Mattesson gamers.

“We’ve left an Ai robot baby in the custody of a 20 year old and all his gamer mates. They’ve got 6 months to nurture him into a fully grown-up gaming Terminator,” noted Andy Jex and Rob Potts, executive creative partners, Saatchi & Saatchi London.

Last week, S&S dropped a locked LED cube in Ali-A’s garden and asked him, and his community, to solve a code to unlock the box. The teaser film of the drop reached 761,598 views in its first week.

Ali A and his community cracked the code, and Ali unlocked the box to reveal the walking, talking, responsive robot whose personality, look and behaviour will be co-created with the gaming community over the coming months. The film of the robot reveal reached 346,481 views the day after Ali A uploaded it to his YouTube channel.

S&S’s technology partners were Weir & Wong, Robosavvy and Hirsch & Mann to develop the robot for the campaign, that also includes sponsorship of Endemol’s ‘Legends of Gaming’, an online gaming show presented by Ali A.

Charlotte Kerr, brand manager, Mattessons commented, “The brief for the campaign was to engage teenagers to affirm Fridge Raiders as the ultimate power up for hungry gamers. F.R.H.A.N.K has captured our imagination and we’re convinced he’ll capture the hearts and minds of our audience too”

Creative credits:

Advertising agency: Saatchi & Saatchi London

Executive creative directors: Andy Jex, Rob Potts

Copywriter: Will John

Art director: Rob Watts

Producers: Lindsey Stopp, Thomas Done

Production company: Halo (to build Cube and SFX)

Director: Ali-A

Editor: Ali-A

Robot production: Weir + Wong, Robbosavvy, Hirsch & Mann

Microsite build: Saatchi & Saatchi London