Mattessons Fridge Raiders has launched a £4m integrated media campaign.

The media campaign features digital engagement, on-pack promotion and new TV creative, aimed at Fridge Raiders’ core audience, 13-17 year-olds.

‘Win gaming gear with every pack’ promotion is launching now and running for 10 weeks, whilst the new TV creative is running for five weeks from February 23.

Charlotte Kerr, brand manager for Mattessons said: “We celebrated the soft launch of our digital campaign aimed at our core teenage Fridge Raiders audience last October, which has already been phenomenally successful.

“Teaming up with YouTube celebrity gaming Vlogger - Ali-A - we called upon his five million subscriber fan base to co-create F.R.H.A.N.K. at . He is the world’s first artificially intelligent robot to have been co-created by a social community.”

Consumers have the chance to win a range of prizes from bespoke screensavers and ringtones to PlayStation gear and the opportunity to meet and game with F.R.H.A.N.K and Ali-A.