Fridge Raiders today unveils “Chicken for the Road?”, a distinctive new campaign platform for Pilgrim’s iconic snacking brand, marking the first major campaign since Joint’s appointment in July 2025. The launch signals a new chapter for the brand as it looks to broaden its appeal and strengthen its position in the fast-growing meat snacking category.
With the meat snacking category forecast to reach £454m by 2028, and 65% of consumers yet to buy into the sector, Fridge Raiders is on a mission to convert the uninitiated. The campaign is built on a simple belief: with a bag of Fridge Raiders in hand, you have the stamina to power through whatever life throws at you. This is captured in four galvanising words: “Chicken for the Road?”.
The hero film – directed by renowned collective Traktor – follows two intrepid Antarctic explorers battling a string of impossible obstacles. Just when they are ready to give up, one remembers the Fridge Raiders in his pocket and asks the simple but timely question, “Chicken for the Road?”. Revitalised, they press on, even more determined than before.
The integrated campaign extends into the everyday through copy-led OOH executions that spotlight relatable moments that call for extra stamina, each solved with the same iconic offer of a pack of Fridge Raiders.
The idea is also brought to life closer-to-home with contextual OOH and guerrilla stickers, designed to be used at moments when an extra boost of energy is needed. Stickers appeared on real-world situations such as parking clamps, cancelled trains, out of order escalators and broken-down bikes, each accompanied by the simple offer of a pack of Fridge Raiders to help get you through.
The campaign goes live across TV, AdSmart and VOD, including ITVX, Channel 4, Sky Media, Netflix and Amazon Prime Video. Starting from 27th April, with the first burst running until w/c 3rd August, the campaign includes targeted spot buys around Love Island and The World Cup. A second burst is planned for later in the year across AV, VOD, OOH and social.
Chris Doe, marketing and innovation director at Pilgrim’s Europe, said: “We’ve built strong momentum behind Fridge Raiders over the past six years, more than doubling revenue and delivering record levels of penetration and consideration. “Chicken For The Road?” marks a clear turning point as we reset the brand with a more emotion-led, distinctive creative platform, designed to cut through in a highly competitive category. With exceptional pre-testing scores, we’re confident this will resonate and accelerate the brand’s next phase of growth.”
Algy Sharman, chief creative officer at Joint, added: “Since winning the Pilgrim’s account, we have been chomping at the bit to see this campaign out in the world. Chicken for the Road is an enduring brand platform that is not only hilarious and memorable but also extremely hardworking for the brand. We are so excited for this launch, but equally excited about where it will go next.”
