14 June 2012 - 3:41pm | posted by

Mattessons set to launch ‘for when you’re Hank Marvin’ ad for Fridge Raiders with Saatchi & Saatchi

Meat snacks brand Mattessons is set to launch a new multimillion pound campaign on 18 June with Saatchi & Saatchi to promote its Fridge Raiders product.

Based around the strapline ‘for when you’re Hank Marvin’, the 40 and 60 second ads show hungry teens dressed as Hank Marvin as they come out of school.

As one arrives home, we see him transfer back to normal after his mum passes him a pack of Fridge raiders.

The aim of the ad was to promote Fridge Raiders as the go-to food for parents to feed hungry children after school.

Paul Silburn, creative partner at 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.”

The TV ad will be supported by digital and outdoor executions, featuring the Hank Marvin students posing for their school photographs with Fender guitars in hand.

Claire Winstanley, marketing director at 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.”

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