'Power' gets a whole new meaning in this ad for Fridge Raiders

Campaign by Saatchi & Saatchi London repositions the brand to target adults

By Alexandra Jardine. Published on Jul 24, 2018

Editor's Pick

A fun new ad for U.K. protein snack brand Fridge Raiders takes the idea that protein gives you power to extremes.

As the protagonist (played by West End actor Alexia Khadime) walks along, she takes a bite of a Fridge Raiders snack and transforms step by step. First she's dressed in a power suit, with power shoulder pads, and then she's given power hair. She also gets to sing a power ballad, stand on a power boat and do some power walking--all in the 30-second time frame, with an increasingly baffled look on her face. Milli Vanilli's classic track "Girl You Know It's True" provides the soundtrack, and the whole thing has a somewhat '80s vibe.

Directed by Daniel Warwick of Biscuit for Saatchi & Saatchi, the spot reminds us more of zany U.S. humor than typical British comedy advertising. It's aimed at repositioning the Kerry Foods-owned brand to target adults, whereas it's previously been marketed at a younger audience.

Alastair Gibbons, marketing manager at Kerry Foods, says in statement: "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 modernization of our brand."

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Jul 24, 2018
Fridge Raiders
Saatchi & Saatchi London
Global Chief Creative Officer:
Kate Stanners
Creative Director:
Will John
Creative Director:
Mark Slack
Head of Design:
Bruno Di Lucca Goncalves
Daniel Reeve
Talveer Uppal
Richard Huntington
Account Handler:
Adrian Ash
Account Handler:
Vitor Forte
Account Handler:
Cassie Allen
Senior Project Manager:
Sarah Jacobs
Ben Campbell
Edit Company:
Cut & Run
Sound Studio:
Mark Hellaby
Sound Studio:
Director of Photography:
John Lynch
Media Buying Agency:
Media Planner:
Ivan Eustace
Media Planner:
Dael Wood
Production Company:
Daniel Warwick
Toby Courlander
Executive Producer:
Sam Robinson
Production Assistant:
Georgia Middleton
Production House:
The Mill

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