Fridge Raiders has kicked off a bold new campaign encouraging snackers across the UK to “Stay One Snack Ahead”.

The campaign, developed by creative agency Initials CX, is designed to appeal to those looking to power through hectic days, the campaign uses eye-catching visuals, including CGI and dynamic photography, paired with punchy headlines that tap into everyday snacking moments.

Running nationwide from May 5th to June 1st, and supported by media partner dentsu X, the campaign will feature across prominent Out of Home locations and sponsored social media content.

Cal Jenkins, Senior Art Director, Initials CX said: “Fridge Raiders Bites have been a part of people’s snacking habits for years, so we thought it was time to give them, and the nation’s busy snackers, the spotlight they deserve. Our bold tone and exaggerated creative should give these little bites of chicken big impact up and down the country.”

Chris Doe, UK Marketing & Innovation Director, Pilgrim’s Europe added: “Fridge Raiders has been on a transformational journey over the past 5 years, having almost doubled in size, and recently cracking The Grocer’s Biggest Brands list. However, there’s still huge Penetration headroom for the brand, so enlisting the help of Initials CX, this campaign is intended to shout about why Fridge Raiders Bites are the perfect snack when you need to stay ahead and take on your day.”