London - Mattessons Fridge Raiders has launched F.R.H.A.N.K, the world’s first robot whose artificially intelligent personality will be co-created with the UK gaming community.
As part of the brand’s ongoing association with gamers – which includes the IPA Effectiveness award winning MMM3000 campaign - Kerry Foods-owned Mattessons and Saatchi & Saatchi have partnered with celebrity YouTube gamer Ali A (4.7 million subscribers) to ensure credibility with this notoriously hard-to-engage audience.
Ali will unveil the robot to his audience through a series of specially commissioned videos, and will then enlist them to help him build its personality and design over the coming months.
F.R.H.A.N.K was delivered to Ali A in a 2m³ locked LED cube containing a code which was cracked with the help of his audience last week. Over the coming months, Ali will work with his community to nurture F.R.H.A.N.K (which stands for Fridge Raiders Hunger Automated Kit) into the ultimate snacking and gaming buddy.
Kerry Foods, with Saatchi & Saatchi worked with technology partners Weir & Wong, Robosavvy and Hirsch & Mann to develop the robot for the campaign, which also includes sponsorship of Endemol’s ‘Legends of Gaming’, an online gaming show presented by Ali A.
F.R.H.A.N.K follows the success of Mattessons’ MMM3000, 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.
Mattessons Fridge Raiders is the 100% chicken breast snack owned by Kerry Foods. Since 2013 Mattessons has invested £12m into the meat snacks market, driving the growth of Fridge Raiders by 47% to £37m.
Charlotte Kerr, Brand Manager, Mattessons says “The brief for the campaign was to engage teenagers to affirm Fridge Raiders as the ultimate power up for hungry gamers. F.R.H.A.N.K has captured our imagination and we’re convinced he’ll capture the hearts and minds of our audience too”
Andy Jex and Rob Potts, Executive Creative Partners, Saatchi & Saatchi London say: “We've left an Ai robot baby in the custody of a 20 year old and all his gamer mates. They've got 6 months to nurture him into a fully grown-up gaming Terminator.”