Fridge Raiders:
Brand Strategy & Gaming Campaign

Fridge Raiders was facing double-digit sales decline and struggling to compete for teenage attention in a snack category dominated by crisps. We needed to reposition the brand and find a distinctive way to reconnect with young audiences.

Research uncovered a major untapped occasion: 2.9 million UK teenagers were snacking while gaming after school.

We repositioned Fridge Raiders as the “Ultimate Gaming Power Up”, with the ambition of becoming the “Popcorn of Gaming.” This led to a creator-led brand entertainment platform designed specifically for gaming culture.

-Double digit sales growth

-Revenue x2.1 higher than category norms

-Profit x2.9 higher than category norms