Fridge Raiders Repositioned

Capitalising on the growing trend for snacking (20% of all food consumption occasions) Kerry Foods wanted to broaden their demographic appeal for Fridge Raiders to create an adult snacking megabrand.
Meat snacking leads the way, ahead of traditional snacking by more than 11% growth, so Kerry Foods saw an opportunity for Fridge Raiders in the fresh protein space. They came to Bloom with a vision to own the world of fresh protein snacking. Bloom has worked to do just this, by leveraging their megabrand and creating smarter solutions to shift consumer perceptions.

We identified ‘powered by protein’ as the new USP and made it the brand truth. Repositioning Fridge Raiders to target the new ‘invigorator’ audience demanding snacks on the go. We did this by creating a visual identity and brand manifesto, supported with a new pack design which brings to life it’s uplifting protein benefit across all touchpoints, giving coherence and consistency, as well as allowing flex for individual range personality on Kerry Foods’ existing equity. We have also extended the range outside of just meat snacking into other proteins, bringing multiple Kerry Foods snack brands (GoGo’s and Fire and Smoke) under a single umbrella to drive reappraisal and to simplify the brand offer.

Matt Kerr, Creative Director at Bloom comments. “We were tasked with elevating Fridge Raiders from a single product offering to a fully formed, protein driven, snacking mega brand.

To do this, we looked at what resonated currently with Fridge Raiders and then crafted on top a suite of new key brand assets that would facilitate and encourage this stretch. The pack designs really embody this approach with a newly drawn brandmark and icon system dominating the design. The red thread in all the designs was the ‘Powered by Protein’ strapline – this was locked up with the brandmark to help create more of an umbrella approach. Strong shelf blocking was reinforced with new product photography and unique variant language, graphics and colour.

This approach was also echoed off the pack to create a seamless visual system for all touchpoints – including a heavyweight TV and OOH communications campaign.”

“Bloom’s work has transformed Fridge Raiders’ positioning in the market. Protein snacking is on the rise and the ‘Powered by Protein’ initiative serves us with our goal of owning fresh protein snacking. Kerry Foods are excited for what this will bring to the brand.” Alastair Gibbons, Marketing Manager at Kerry Foods.