Mattessons teams with Robbie Savage for media campaign
Kerry Foods’ meat snacking brand Mattessons has teamed up with former footballer and pundit Robbie Savage to create the ‘ultimate savage’ campaign.
The campaign saw Savage attempting to become the new face of Savagers through a variety of social media channels, including a leaked UniLad video of himself pitching ad ideas to Mattessons, as well as activity across Facebook and Twitter aimed at convincing the brand that he has what it takes to become the new ‘King of Snacks’.
Savage has been identified as a key influencer for the Mattessons Savagers’ target audience of 22- to 32-year-old males.
Victoria Southern, marketing manager for Mattessons, said: “We are extremely excited to be working with football legend Robbie Savage to promote our meat snacking sub-brand Savagers. He will help to create awareness, buzz and excitement about our new snacking range. Our new campaign will put Mattessons in a prime position to continue driving incremental growth to the £113 million meat snacking category [Nielsen data] and unlock the untapped adult snacking opportunity.”
The Mattessons ‘Savagers Snack Squad’ has been touring Goals football centres, train stations and key city centre locations around the country. As well as giving away tasty Savagers Salami and Chorizo Sticks and Meateors to commuters, 5-A-Side teams had the chance to show off their football skills in the ‘Goalmouth Challenge’ by scoring as many goals as possible goal to win prizes.
Southern added: “We know that our target audience specifically enjoys snacking between 7pm and 11pm when they are commuting or playing sports, so we aligned our sampling activity with these times at key locations to make sure Savagers are to hand when our audience most need a tasty and meaty snack.”
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