Kerry Foods raids the marketing budget for £4m Mattessons campaign

Mattessons Fridge Raiders, the popular meat snacking brand from Kerry Foods, is today launching a new, £4m marketing campaign which includes TV advertising.

Running for for 10 weeks and aimed at 13 to 17 year olds, the “Win gaming gear with every pack” promotion is aimed at driving trial and accelerating sales of Mattessons Fridge Raiders, while a brand new TV creative will support the initiative as it hits screens for five weeks from February 23.

The new marketing push builds on a digital campaign that launched last October which has, according to Kerry Foods,  received more than 7.6 million views online and “created a huge amount of social buzz” across YouTube, Twitter, Facebook and Instagram.

“The campaign has already captured the imagination of our audience, evidenced by the fact that we have achieved more than two million page impressions on our http://www.frhank.com/ microsite. With the launch of our new on-pack promotion and TV campaign we expect these numbers to multiply,” says brand manager Charlotte Kerr.

Consumers will have the chance to win a range of prizes, from bespoke screensavers and ringtones, to PlayStation gear and what Kerr calls “the ultimate money can’t buy” prize – an opportunity to meet and game with “gaming superstars” F.R.H.A.N.K and Ali-A.

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