Mattessons Fridge Raiders is getting technical by launching a £4m campaign targeting its 13-17 year old core audience.
Kicking off on February 16 for ten weeks, the on-pack promotion gives consumers the chance to win video game related prizes. A TV ad will support the campaign for five weeks from February 23.
The promotion builds on social media activity that has been going on since October. The brand has teamed up with a YouTube celebrity to develop F.R.H.A.N.K., an artificially intelligent robot, through solving puzzles online.
The activity has received more than 7.6 million views and the robot will now feature on packs of Mattessons, driving customer awareness.
Charlotte Kerr, brand manager for Mattessons, said: “The campaign has captured the imagination of our audience. We have achieved more than two million page impressions on our promotion’s microsite.”