UK's most creative partnerships: Kerry Foods & Saatchi & Saatchi

April Redmond, chief marketing officer at Kerry Foods, knew Saatchi & Saatchi was the agency to save the Mattessons Fridge Raiders range right from the off.

In late 2011, Kerry Foods had put the product under review after disappointing sales. 

Previous ads by Quiet Storm had positioned the brand as part of the "meat snacking" category – a subset of the food industry that doesn’t really exist. In the pitch, Andy Jex, executive creative director at Saatchi & Saatchi London, suggested that they should be "going after crisps" instead. He has been providing creative firepower for the Mattessons business ever since. 

The gaming audience has been a fruitful target of Saatchi & Saatchi’s creativity. The success of the co-created "meat-snacking helmet", MMM3000, allowed Redmond to persuade the Kerry Foods board to commit to ever-more boundary-pushing work, including delivering an AI robot, "FRHANK" (Fridge Raiders Hunger Automation Nutritional Kit), to YouTube games vlogger Ali-A. 

Redmond and Jex refuse to be drawn on what’s next, but they clearly have a solid base to work from: Fridge Raiders’ sales grew by 38% between 2012 and 2016.

April Redmond 

Chief marketing officer, Kerry Foods

Andy is an extremely talented creative. But it’s also the way he works with us that makes it special, because he can be very pragmatic when necessary.

I think that’s because he sees it as a personal challenge to solve our business problems using creativity. We don’t have large budgets, so that focus is particularly important. In the past I’ve worked with plenty of creatives who have no interest in hard business challenges, but Andy isn’t like that.

Because he listens so hard to what we need to achieve, and because I have a lot of trust in him, I’m happy to give him the freedom he needs to experiment and try new things. Creativity isn’t a science – as marketers, we need to remember that. 

I never forget that he has a lot more creative experience and success under his belt than I have. So if we do ever disagree on a creative issue, I will always go with his judgment


Andy Jex

Executive creative director, Saatchi & Saatchi London 

Together we’re responsible for a "meat-snacking helmet", a onesie that looks like you’re wearing normal clothes, a device that finds lost toys and giving a gamer an AI robot to nurture.

It might seem irresponsible, but it’s worked extraordinarily well.

That is thanks to the unique way April works – and it’s a way all too rarely seen in our industry.

She has an unswerving belief that unreasonable budgets require unreasonable ideas. Alongside this she plants creativity firmly above process.

April encourages the agency to solve business problems in a bold, creative and impactful way.

She believes strongly in a test-and-learn process. If it’s something we all collectively believe in, then there’s no fear of it not working – just a belief that if it doesn’t, we’ll learn and move on.

In doing so, April shows huge trust and confidence in the agency to deliver. And if we don’t, then she’ll call us on it. And that is an openness I really appreciate.


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