In today’s fast-paced world, when every minute counts, Saatchi & Saatchi collaborates with Pilgrim’s Food Masters to produce an engaging new campaign for Fridge Raiders. Under the slogan “Get The Day Done,” the programme honours the unsung heroes of our daily grind – those who hustle, juggle, and push through their days with a little help from snacks.
Scene of Action: From Festival Fields to Everyday Fields
At the centre of the ad is a dramatic film depicting the harrowing aftermath of a summer festival – a scene all too familiar to workplace fighters who confront comparable battlegrounds in their daily lives. Three workers stand among the turmoil, reflecting the tiredness and fading spirit that many people experience midway through a difficult day. Enter Fridge Raiders, the protein-packed hero who changes their difficult day into a manageable adventure, symbolising the ability of eating not just to satisfy but also to energise.
Beyond the Screen: A Campaign That Exists in Real Life
However, the campaign goes beyond dazzling imagery. It expands its reach to TV, Video on Demand (VOD), Out-of-Home (OOH) advertising, and social platforms, capturing the zeitgeist with relatable moments. It’s for those days when Wednesday turns into Friday and the motto “work hard, snack harder” serves as a rallying cry for getting through the week.
The Snack That Understand
The underlying message is simple and resonant: in an era where “busy” scarcely describes our daily lives, customers want more from their snacks. Fridge Raiders stands out as an example of this demand: a fast, healthy, on-the-go snack that is substantial enough to sustain the tireless pursuit of daily goals. Chris Doe, Pilgrim’s Food Masters’ UK Marketing and Innovation Director, explains the campaign’s concept, emphasising the brand’s dedication to supporting consumers’ fast-paced lifestyles with protein-rich, satisfying snacks.
Creative Minds behind the Magic
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, adds a personal touch by expressing the familiar creative tiredness that everyone experiences until the renewing force of Fridge Raiders reignites determination. It demonstrates the campaign’s main belief: the appropriate snack can truly transform “I can’t” into “I can.”
Looking Ahead: Fridge Raiders Fuel the Future
As Fridge Raiders continues to carve out a place as the snack of choice for doers and go-getters, the “Get The Day Done” campaign serves as a lighthouse of its changing path. It’s not just about face the day; it’s about taking control of it, with a little assistance from a snack that’s more than just a pleasure; it’s an empowering tool.
In today’s fast-paced world, Fridge Raiders and Saatchi & Saatchi remind us that it’s not only about getting through the day, but living in it. The “Get The Day Done” ad is more than just a story; it reflects the dynamic rhythm of everyday life and the strong, simple answers that help us get through it.
