London - Mattessons, the UK's leading meat snacks brand, is rolling out a brand new multi-million pound advertising campaign to support its Fridge Raiders product. The TV launch is set to break on 18 June, with the aim of introducing Fridge Raiders to a wider audience.
Mattessons, the biggest advertiser in the meat snacks category, has worked in partnership with Saatchi & Saatchi to create an ad centred around the strapline "for when you're Hank Marvin", rhyming slang for starving. The ad aims to emphasise Fridge Raiders' credentials as a quick, tasty snack that can fully satisfy hungry teens.
The 40 and 60 second TV spots show an army of hungry teens who are dressed as Hank Marvin - wearing Hank glasses, wigs and carrying red Fender guitars - as they return home from school to the iconic Hank Marvin tune, Apache.
Arriving home, mum sorts out her little Hank Marvin with a pack of Fridge Raiders. As he tucks into the tasty chicken bites, his hunger is satisfied and he returns to his normal self.
The TV ad will be supported by outdoor and digital executions throughout the year. The outdoor work shows the mini Hank Marvins posing for their annual school photographs, Fender guitars in hand.
Claire Winstanley, Marketing Director, Kerry Foods said:
"Mums really identify with the moment when their teens come home after school and are emptying out the fridge and cupboards looking for food.
"By playing on the phrase ‘Hank Marvin', we were able to express this teenage hunger, bringing to life the satisfaction that Fridge Raiders deliver through the iconic Hank Marvin in a fun and memorable way."
Paul Silburn, Creative Partner, Saatchi & Saatchi, said:
"We're really excited about our first work for Fridge Raiders which gives the product a clear role and does it in a fresh way."
Since launching in 2005, Mattessons has invested over £20 million in the meat snacks market, driving category growth by 50%. Over 3.55 million households a year now buy Mattessons products and the brand is now worth an estimated £67 million. Nielsen Scantrack, May 2012; Kantar Worldpanel, May 2012
See the ad at: http://www.youtube.com/watch?v=lcM3xOvb82o
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