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Kerry Foods and Saatchi & Saatchi London have together launched the new campaign ‘Get a Taste for Power,’ bringing all the Kerry Foods protein snacking range together under the Fridge Raiders banner for the first time.

‘Get a Taste For Power’ marks a strategic shift in focus from recent Fridge Raiders campaigns. Kerry Foods and Saatchi & Saatchi are now aiming to position Fridge Raiders as a go to option for adults following research which showed that the adult population accounted for 85% of all snacking occasions in the UK.

The new campaign highlights the powerful protein boost that all products in the Fridge Raiders range offer. In the leading 30” TV ad, protagonist ‘Julie’ makes her way through London on a fantastical Fridge Raiders fuelled journey. From power dressing and power walking to power boating, Julie is given complete energy and sustenance from the nutritious snack of Fridge Raiders.

Directed by Daniel Warwick for Biscuit Productions and featuring West End star Alexia Khadime, the energetic and fast paced advert, set to the iconic soundtrack of Milli Vanilli – Girl You Know It’s True, conveys the lasting powerful feeling and energy Fridge Raiders gives.

The full above the line campaign spans TV with 30” and 10” edits, as well as out of home, digital out of home and social content.

Alastair Gibbons, Marketing Manager at Kerry Foods said, “Fridge Raiders is making a significant strategic shift in targeting adult consumers. To support this, we needed to create advertising that not only showed people that Fridge Raiders is the perfect snack to power them on through their day but was also bold and distinctive in celebrating our new visual identity and the modernisation of our brand. We are really excited to bring this campaign to market and see the impact it will have on our brand.”

Will John, Creative Director at Saatchi & Saatchi London added, “With ‘Get A Taste For Power,’ we’ve created a power ad for a power snack that’s packed with protein. We’re showing all the powerful things you can do throughout your day, once you’ve snacked on the power of Fridge Raiders.”