The Mattesson-aissance

IPA Effectiveness Awards Case Study 2016


This is a story of how a video gaming-centric strategy at Mattessons Fridge Raiders created a new commercial and creative era for the small meat snacking brand. The resulting campaigns turned the struggling Fridge Raiders, owned by conservative Kerry Foods, into a category leader. Fridge Raiders went from speaking to a safe and retailer-friendly heartland of mums to addressing the notoriously fickle world of teens. It took money out of TV and into digital, and transformed itself from a conventional above the line advertiser to one that created content including an artificially intelligent robot and a helmet that equipped gamers for hands-free snacking. The Mattessons gaming era achieved a long-term revenue ROI of £3.97 for every £1 invested and a long-term net profit return of £2.34 for every £1 spent (totalling £3.1m profit).

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“Targeting teens and infiltrating their world through innovative gaming content was a commercial game-changer for Mattessons. This commercial and creative victory is something Kerry Foods feels proud of and takes as an inspiration and model for all our other brands.”

Sue McVie, Strategic Marketing Director, Meats
Kerry Foods

Winners 2016

Bronze Winner

Title

The Mattesson-aissance

Brand

Mattessons

Client

Kerry Foods

Agency

Saatchi and Saatchi

Principal Authors

  • Raquel Chicourel - Saatchi & Saatchi
  • William Poskett - Saatchi & Saatchi

Contributing Authors

  • Richard Bradley - Vizeum
  • Michael Cross - Brightblue
  • Spencer Lucas - Brightblue

Credited Companies

  • Saatchi and Saatchi - Creative Agency
  • Brightblue - Econometrics
  • Vizeum - Media

A dramatically different and disruptive approach to marketing which both innovative and interesting, as is the way they persuaded a traditional company to adopt it. Wendy Proctor, Ministry of Defence

Shortlist 2018

Bronze Winner

Title

The Mattesson-aissance

Brand

Mattessons

Client

Kerry Foods

Agency

Saatchi and Saatchi

Principal Authors

  • Raquel Chicourel - Saatchi & Saatchi
  • William Poskett - Saatchi & Saatchi

Contributing Authors

  • Richard Bradley - Vizeum
  • Michael Cross - Brightblue
  • Spencer Lucas - Brightblue

Credited Companies

  • Saatchi and Saatchi - Creative Agency
  • Brightblue - Econometrics
  • Vizeum - Media

A dramatically different and disruptive approach to marketing which both innovative and interesting, as is the way they persuaded a traditional company to adopt it. Wendy Proctor, Ministry of Defence

The Mattesson-aissance

IPA Effectiveness Awards Case Study 2016


This is a story of how a video gaming-centric strategy at Mattessons Fridge Raiders created a new commercial and creative era for the small meat snacking brand. The resulting campaigns turned the struggling Fridge Raiders, owned by conservative Kerry Foods, into a category leader. Fridge Raiders went from speaking to a safe and retailer-friendly heartland of mums to addressing the notoriously fickle world of teens. It took money out of TV and into digital, and transformed itself from a conventional above the line advertiser to one that created content including an artificially intelligent robot and a helmet that equipped gamers for hands-free snacking. The Mattessons gaming era achieved a long-term revenue ROI of £3.97 for every £1 invested and a long-term net profit return of £2.34 for every £1 spent (totalling £3.1m profit).

Click to purchase this case study >