PUBLICIS STUDENT WORKSHOP
SAATCHI AND SAATCHI BRIEF 2022
Client: Fridge Raiders
Media: Any
Audience: They have a full plate of responsibilities and commitments, but rarely time for a full plate of food. They need a substantial snack so they can keep working hard and playing hard.
Brief: We’re looking for a new creative platform that shows how Fridge Raiders are the snack to sustain busy modern British life, whatever you’re doing and wherever you are.
Insight: When your life is this busy, snacking is not plan B - it’s plan A- to take on the day. But many convenient snacks don’t fill us up and leave us in the wrong state of mind. Plan A needs to be a real snack of substance
IDEA ONE
DRILL SERGEANT PERSONA
This idea was all about creating a persona that drilled into busy people that they need to listen to their stomachs and eat. What better way than a Drill Sergeant shouting at you throughout your day. Whether you're a taxi driver filling up your car at the petrol station or you've just missed the bus to work there's a Drill Sergeant always yelling at you.
The idea would also work for 4-second pre-roll ads. I thought it would be hilarious that the Drill Sergeant has his mouth full up Fridge Raiders whilst yelling at you for 4 seconds and you have no idea wtf you've just watched.
IN YOUR FACE ADS TELLING YOU TO LISTEN TO YOUR STOMACH!!
*Inaudible noises.*
IDEA TWO
STREAMER FRIDGE
If Fridge Raiders is all about prioritising snacking then they would be perfect for gamers! With the snack having to be kept in the fridge it would be a perfect PR stunt to make Fridge Raider Mini Fridges.
Fridge Raiders need to get into the gaming world by sponsoring streamers and tournaments. Gaming is mostly online now and fast-paced. Gamers don't have time to make meals. Fridge Raiders would be a quick and easy fill-up and keep you in the game for longer
THIS NEEDS TO BE A FRIDGE RAIDERS FRIDGE
QUESTS:
RAID THE TOMB
RAID THE FRIDGE
IDEA THREE
FRIDGE CARRIERS
Fridge Raiders is proper food straight from the fridge. However, you're not always near a fridge. What if you can bring your fridge with you to work?
A film that shows hilarious and unexpected ways people bring their fridges to work. The end of the film shows a regular guy just buying some fridge raiders from his local shop as he watches the madness unfolding outside.
Scenarios
A Taxi driver has a fridge strapped to the top of his car.
A Bike messenger has a mini fridge attached to the back of his bike.
A business person carrying their fridge trying to squeeze on the busy underground.
