Mattessons has launched a new £1.8m integrated campaign aimed at ending the nation’s love affair with crisps.
The seven-week campaign, entitled ‘The Snackarchist’, features a geeky, tongue-in-cheek character who breaks 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.
Despite growing quickly, meat snacking is still a long way from becoming a national habit, with 18% of shoppers consuming meat snacks compared with 70% consuming crisps.
The campaign, which uses the tagline ‘Meat Your Snack’, is aimed at driving category penetration and accelerating sales of Mattessons’ products through disruptive tactics.
“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, Mattessons.
As well as two TV ads, the campaign incorporates digital, video on demand, sampling and consumer PR, all of which parody conventional snacking brands.
Kerry Foods will be supporting retailers via in-store activation including floor stickers and branded barkers in a bid to drive footfall to the chilled meat snacking fixture.
