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Rustlers debuts 'Hunger Monkey' to lead snackers away from biscuits and bread and to more satisfying treats

Food convenience brand Kepak has turned to BJL to create an integrated campaign for its range of Rustlers products.

From today (Monday 3 February) both a 20 and 30-second ad spot will run across TV and video-on-demand, the tongue-in-cheek campaign stars Simon and his ‘Hunger Monkey’ who prevents Simon from snacking on biscuits and bread in order to find a truly satisfying snack.

Kepak’s Annette Heyes, commented: “Shifting from focusing primarily on Rustlers’ convenience benefits to incorporating the products’ ability to really satisfy hunger required an effective method of combining the two ideas, which we feel the creation of The Hunger Monkey has done in a fun and highly effective way.”

The campaign extends the idea that Rustlers is the best way to beat hunger and will be supported by a targeted Twitter campaign with the Hunger Monkey also due to appear in targeted Vine videos that will be promoted at times when people are likely to be talking about snacking.

A month-long Facebook initiative running alongside features four specially created supporting videos where the Hunger Monkey continues to taunt Simon. Users will be invited to watch the videos and answer observation based questions in order to win instant prizes including Rustler burgers, and a grand prize of a VIP meet with the Hunger Monkey himself.

Tom Richards, creative director at BJL, described the Hunger Monkey as “the living embodiment of that primal urge we all have from time to time to quickly get our hands on food that we know will hit the spot”. He added: “Sure, we could have used a CGI monkey, but we felt Lily brought with her the right blend of cheeky and cute to appeal to Rustlers’ target male and female audience, plus she was happy to work for peanuts.”

Media planning for the campaign was handled by MediaCom.

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