To amplify the Fridge Raiders ‘Snacker Hacker’ £1m atl gaming campaign from Mattessons (which encourages kids to learn how to code), we created unbranded ‘Media Pack Hacks’ for trade journalists to add intrigue in the run up to the big campaign reveal.

Padlocked boxes, complete with 6 digit codes, were delivered by our ‘Masked Man’ to trade media, encouraging them to #CrackTheCode via a series of clues on Twitter and through the Masked Man email account, to open the boxes.

Once opened, journalists could get their hands on press packs and video showcasing the campaign details, ahead of one-to-one interviews that we set up with with Mattesons’ senior team. Our Masked Man carried out deliveries to leading trade titles including William Reed (The Grocer, Convenience Store, Forecourt Trader), Newtrade (Retail Express, Retail Newsagent, Better Wholesaling) and Asian Trader. ‘The Snacker Hacker’ campaign will see Fridge Raiders take over six of the world’s biggest YouTube gamers’ channels, calling on consumers to help gamers ‘hunt the hacker’ and get their stolen tags back.

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