Goals and bucket lists, everybody has them. But it’s whether or not we achieve those goals that formed the basis of a broadcast day for Fridge Raiders. The campaign centered around Fridge Raiders competition which aimed to find a sky diving partner for campaign star, Vicky Pattinson. The competition is part of the brand’s wider #PoweredByProtein messaging.
The broadcast day was supplemented by research, conducted independently by Fridge Raiders which revealed many Brits are failing to keep to their goals. But hope lies in partnership, with 65% claiming a higher success rate if they involve another person. Fridge Raiders wanted to highlight this stat and how partnering up with a friend, family member or colleague can help you achieve your goals.
With the competition at it’s heart, the campaign was fronted by former Queen of the Jungle and Geordie Shore star, Vicky Pattinson. Vicky was joined in the studio psychologist Corrine Sweet who was able to talk about the psychological effect of endorphins and the importance of achieving your goals. Also joining the team for the day was current Dancing On Ice champion and former X-Factor Star, Jake Quickenden .
By conducting a broadcast day we could reach national and regional audiences, giving us the greatest amplification and reach the biggest audience and maximize awareness of the competition and power of teamwork. Due to the celebrity nature of the spokespeople, our media relations team also targeted broadcasters with whose audiences would be more likely to be familiar with Vicky and Jake such as Heart and ITV (the home of both I’m a Celebrity and Dancing on Ice).
- ITN
- Heart London
- Heart Online
- Metro Radio
- A range of regional BBC stations, including BBC Radio Newcastle, BBC Radio Tees and BBC Radio West Midlands
- and many more!
