Mattessons shows Snackarchist side with new campaign
Kerry Foods’ meat snacking brand Mattessons has launched a new £1.8 million (m) integrated campaign.
Running until the end of March on TV, the campaign, entitled ‘The Snackarchist’, features a geeky, tongue-in-cheek character that embodies the brand’s rebellious spirit.
During the two adverts – one 30-second and one 60-second – Mattessons’ new hero is seen breaking all the little rules of everyday life, including ignoring ‘do not touch’ and ‘no ball games’ signs, before going in-store to challenge the ultimate snacking convention – and opting for a meat snack instead of crisps.
The campaign uses the ‘Meat Your Snack’ tagline and is aimed at driving category penetration and accelerating sales of Mattessons “through disruptive tactics that challenge everyday norms”.
“We are on a mission to inspire people to break the rules and step out of their comfort zone of snacking on crisps to become a ‘Snackarchist’ and experience the goodness of meat snacks,” explained Victoria Southern, marketing manager at Mattessons.
The campaign from Mattessons will incorporate digital, video on demand, sampling and consumer PR, all of which will parody conventional snacking brands and show ‘The Snackarchist’ in action.
Southern added: “Despite growing quickly, we know that meat snacking is still a long way from becoming a national habit, with 18% of shoppers consuming meat snacks compared with 70% consuming crisps.
“However, we are confident that our new ‘Snackarchist’ campaign will challenge snacking conventions and power up the appetite of shoppers to trial Mattessons meat snacks. We really want to show how the Mattessons portfolio offers a range of permissible and satisfying alternatives that will keep them fuller for longer.”
“Our new campaign will put Mattessons in a prime position to continue to drive incremental growth to the £112m meat snacking category.”
Kerry Foods will be supporting retailers with POS materials, including floor stickers and branded barkers to drive footfall to the chilled meat snacking fixture.
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