Mattessons and Saatchi & Saatchi team up to launch co-created, artificially intelligent robot

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.”


Sam Hawkey Named CEO of Saatchi & Saatchi London

News

Sam Hawkey, chief operating officer at Saatchi & Saatchi London, has become the agency’s chief executive. He takes over from Magnus Djaba, who has been CEO of the London office for eight years. Djaba continues in his role as global president and CEO of the creative practice for Publicis Groupe UK. Read the full article in Campaign here.  

The making of the ad: Direct Line 'We're on it'

News

Go behind the scenes to see how Direct Line and Saatchi & Saatchi London created a campaign featuring three popular characters: RoboCop, Donatello from Teenage Mutant Ninja Turtles and Bumblebee from the Transformers franchise. Watch the video here.  

We Don't Save Lives

News

“We don't save people's lives”. Chief Strategy Officer, Richard Huntington, reflects on a creative career in times like these. Read the full article here.  

Sam Hawkey On True Tales Of Production

News

Sam Hawkey, Chief Operating Officer, gives Campaign a behind-the-scenes glimpse into how Saatchi are overcoming lockdown restrictions to make work, plus the production lessons learned along the way.   "Do what you can, where you are, with what you have."  Never has that been truer. But when it comes to production at this moment in time, it can seem like…

Sarah Jenkins Inspires Campaign

News

Sarah Jenkins Inspires Campaign On International Women's Day, Sarah Jenkins is recognised as an inspirational person the creative industries by Campaign. Read the article here.  

Diverse voices: Sarah Jenkins on getting the golden ticket

News

Diverse voices: Sarah Jenkins on getting the golden ticket Our industry is growing into something increasingly intelligent, progressive and empowering, but are our hearts really in this? Campaign asked a broad range of adlanders at different career stages to share their personal stories and plot ways forward from their experiences. Read Sarah Jenkins’ article here.