Saatchi & Saatchi London picked up a slew of awards at last night’s Marketing Agencies Association Best Awards, including the Grand Prix Best Campaign Doing Differently for its “MMM3000” campaign for Kerry Foods brand, Mattessons Fridge Raiders.
The agency was the most decorated at the MAA Best Awards, picking up four awards, twice as many as the next most decorated agencies.
Saatchi & Saatchi London and Saatchi & Saatchi X, the shopper agency were also awarded Best Creative Digital, Best Social Media and Best Creative Doing Differently for the Meat Snacking Helmet.
The 25th anniversary of the awards celebrated work that is "doing different".
The “MMM3000” campaign was aimed at young people who play computer games and snack after school. It is the world’s first snacking helmet co-created by a social community. The campaign’s films were viewed over 3.2m times on YouTube and more than 15,000 ideas were submitted for the co-creation competition. The campaign achieved a 20% uplift in sales and had one of the highest ROI’s to date in Fridge Raiders history.
Andy Jex, executive creative director, Saatchi & Saatchi London said: “Who’d have thought we could top the efforts of building a meat snacking helmet for Fridge Raiders? Thanks MAA for recognising our mammoth undertaking. Meat hat well and truly doffed.”