Fridge Raiders launches £1.1m ‘Chicken Not Chicken’ integrated campaign to promote vegan variant

David Murphy

Snacking brand Fridge Raiders has launched a £1.1m ‘Chicken Not Chicken’ campaign to promote the latest addition to its range, Fridge Raiders Meat-Free Tasty Bites, a plant-based version of the brand’s Chicken Bites.

The campaign is running across VOD, Sky AdSmart and digital OOH across 19 train stations in the UK, in addition to Facebook and Instagram social campaigns. Additionally, there will be product sampling at high-footfall locations across the UK, as well as shopper marketing activations spanning in-store and online.

The campaign has been developed in collaboration with Saatchi & Saatchi and Dentsu and is designed to drive brand awareness among 18 to 34-year-olds. Fridge Raiders has enlisted the voices of comedians Monica Geldart and Nathan Foad for the campaign. The duo is heard discussing the most chicken-y chicken-less snack in the world, whilst inviting curious consumers to try the new meat-free snack for themselves, to highlight the fact that Fridge Raiders Meat-Free Tasty Bites taste exactly like chicken but have a 100 per cent plant-based recipe.  

“We are thrilled to showcase our newest campaign, ‘Chicken Not Chicken’, to celebrate the launch of the Fridge Raiders Meat-Free Tasty Bites and demonstrate our commitment to shaking up the meat snacking fixture” said Fridge Raiders Marketing Manager, Chris Doe. “The launch of Meat-Free Tasty Bites is a huge moment for the Fridge Raiders brand, as it taps into new sectors within the snacking category, underscoring our strategic growth plans. As one of the biggest and fastest-growing meat snacking brands, we’re always looking to cater to the ever-changing consumer demands, and the launch of Meat-Free Tasty Bites caters perfectly to the growing plant-based demand.”

Fridge Raiders was named the second-fastest growing in FMCG last year by Kantar, and with a sales increase of 33.4 per cent in 2021, Fridge Raiders has now reached a Retail Sales Value of £95.4m (source: IRS).