Independent creative agency Initials CX today announces its bold new “That Real Grills Feeling” campaign, to celebrate the arrival of Fridge Raiders’ latest innovation, Grills.
Launching nationwide on 19th May, the campaign marks a major step for the brand as it looks to shift perceptions around processed snacks and shine a spotlight on its flame-grilled chicken fillet range. Combining dynamic photography with joyful, feel-good copy “That Real Grills Feeling” is all about capturing the unmistakable satisfaction of that first, flavour-packed bite.
The campaign will run across national OOH sites and sponsored social channels until the 15th of June, targeting busy young professionals who want smart, protein-rich snack choices they can enjoy on the move.
Backed by dentsu X on media, the campaign aims to boost awareness and consideration for Grills, the newest addition to the Fridge Raiders line-up. With Fridge Raiders’ Bites already dominating the brand’s footprint, Grills is positioned to complement the range and tap into the growing demand for tasty, protein-packed snacking options.
Dan Clark, senior copywriter, Initials CX said: “For us, it’s about more than food -it’s about the feeling. That first bite of proper flame-grilled chicken, when the flavour hits and you feel that little lift. That’s the moment we’ve built the campaign around. Real food, real energy.”
Chris Doe, UK marketing & innovation director, Pilgrim’s Europe added: “Fridge Raiders has built real momentum, doubling in size over the past five years and recently making it into The Grocer’s Top 100 Brands. We believe the brand has got heaps more potential though, and the launch of Grills is intended to reach more health-conscious consumers to drive Penetration of the Meat Snacking category. We’re supporting the launch with strong investment, and are confident that our bold, dynamic creative will help drive awareness and trial with our target audience.”
