The ad stars the ‘Snackarchist’, a geeky, tongue-in-cheek character who embodies the Mattessons rebellious spirit, and breaks all sorts of rules including riding a child’s scooter into an area marked ‘motorcycles only’ and camping outside a sign marked ‘no loitering’. The ‘Snackarchist’s’ rule breaking extends to his choice of snacking - he doesn’t snack on conventional crisps, like many Brits, but instead walks his own path and chooses meat.
The work is the latest in a series of ground-breaking Mattessons campaigns, including the artificially intelligent robot F.R.H.A.N.K, the ‘Hank Marvin’ TV spot, and the MMM3000 co-created gaming and snacking meat helmet, which won seven awards.
The multi-million campaign, featuring a 60 second ad and 30” cut down, will run on TV and online from February 5th. It will also extend to paid social on Twitter and Facebook and will be supported by a PR campaign and dedicated ‘Snackarchist’ Twitter page.