Last week Mattessons Fridge Raiders delivered a two metre square LED cube to Ali A’s back garden. His millions of YouTube subscribers helped him crack a code and reveal an artificially intelligent robot.
Ali A and his subscribers, which currently stand at 4.7 million, will develop the robot, called F.R.H.A.N.K (Fridge Raiders Hunger Automated Kit), over the coming months to create what Mattessons Fridge Raiders hopes will be the "ultimate snacking and gaming buddy".
Saatchi & Saatchi created the campaign and developed the robot with the technology partners Weir & Wong, Robosavvy and Hirsch & Mann. The copywriter was Will John and the art director was Rob Watts.
Charlotte Kerr, the brand manager at Mattessons, said: "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"
The media agency for the campaign, which also includes sponsorship of the Endemol-produced Legends of Gaming Ali A-fronted show on YouTube, was Vizeum.