Kerry Foods has added Saatchi & Saatchi X to its Mattessons Fridge Raiders roster, following a competitive pitch.
Set to handle shopper marketing, Saatchi & Saatchi X will begin with the latest Mattessons Fridge Raiders campaign featuring F.R.H.A.N.K., an artificially intelligent robot co-created with YouTube gamer Ali A and his community of millions of gaming fans.
Set to launch early next year, the campaign will run across direct and indirect channels, including on-pack promotional activity, with the agency responsible for inspiring buying momentum amongst the brand’s core market of teens and mums.
Rachelle Headland, managing director at Saatchi & Saatchi X, said: “We can now take their brand ambition and bold consumer campaigns through to retail and direct to shopper channels seamlessly as an integrated team. We’re delighted to be working on the business.”
The agency will work alongside Saatchi & Saatchi, Mattessons’ lead creative agency, as a fully integrated team.
James Brett, head of shopper marketing for Kerry Foods, added: “Saatchi & Saatchi X ticked all the boxes; shopper insight, powerful creative and channel understanding. They challenged our thinking around how we influence mums as part of a campaign targeting teens, a brave thing to do in a pitch.”