Kerry Foods appoints Saatchi & Saatchi to £10m Richmond advertising and digital accounts

Saatchi & Saatchi won the digital portion of the business after a pitch against two undisclosed agencies. The advertising account has been awarded without a pitch.

The move follows a long-running and successful partnership between Saatchi & Saatchi and Kerry Foods, which spans many years of award-winning and effective campaigns for the Wall’s and Mattessons brands.

The ‘Thank You’ campaign for Wall’s has won a succession of awards since it launched in 2011. The ads feature a miniature dog, named Alan, who is used by the male stars of the ads to express their feelings to their loved ones. In ‘Kitchen’, a husband is overcome with joy after his wife serves him a plate of meaty Wall’s sausages - he uses ‘Alan’ to demonstrate his gratitude through song. In ‘Garage’, a van driver uses the dog in the same manner to thank the garage attendant for providing him with a tasty Wall’s sausage roll. Last year Alan also went on to host his own weekly spot on Absolute Radio and launched his own ‘BBQHQ’ Facebook campaign.

Saatchi & Saatchi’s ‘Hank Marvin’ campaign for Mattessons Fridge Raiders has repositioned Fridge Raiders as a hugely popular snack product for kids. The TV spot shows an army of hungry teens dressed as Hank Marvin, complete with Hank glasses, wigs and all carrying the famous red Fender guitars returning home from school to the iconic Shadows tune, Apache. Once home, mum sorts out her little Hank Marvin with a pack of Fridge Raiders. As he tucks into the tasty chicken bites, his hunger is satisfied and he returns to his normal self.

A digital and social campaign for Fridge Raiders also launched recently in partnership with Syndicate Project (The UK’s number one-subscribed gaming channel on YouTube). Saatchi & Saatchi’s work saw the brand co-create a helmet, dubbed MMM3000, with thousands of members of the gaming community, and linked directly to an on-pack promotion offering free gaming downloads to the core audience.

The campaign has seen sales increase by 44% since launch.

Magnus Djaba, chief executive of Saatchi & Saatchi London, said: “There is no greater endorsement of an agency’s work than winning an increased share of a client’s business. We look forward to creating more market-beating advertising and digital communications for Kerry Foods, this time on the Richmond account.”

April Redmond, the chief marketing officer of Kerry Foods, said: “Saatchi & Saatchi London have done original creative work for us that is delivering strong growth and we are confident they will bring that same 'nothing is impossible' magic to Richmond.”

Kerry Foods is a major supplier of added value chilled foods across Ireland and the UK. It holds the number one brand position in most of its markets, and has also developed an industry-leading business supplying supermarket private label.

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