Brand Barometer - Mattessons ad is a bite-sized success

New campaign features man developing animalistic features, but will it develop the brand's image?

Mattessons Fridge Raiders TV ad
Mattessons Fridge Raiders TV ad

Mattessons spendMay 08prev 12 months

Source: Nielsen Media Research

What is the best way to reach a target audience? Mattessons prefers a light-hearted approach, using humour and informal language to get its message across.

It seems that, in the world of advert-ising processed meat, sausages and humour are paired - just think of Walls' advertising campaigns.

The new Fridge Raiders' Bites ad, which first aired on 1 May, features a young man who is so hungry for a quick bite that he doesn't even sit down to eat.

As he starts to eat the chicken bites, the young man becomes hairy and develops animalistic features such as sharp, long canine teeth, long nails and a deep voice.

However, his initial shock quickly changes into joy - and even his girlfriend becomes affected by the power of the chicken bites.

Mattessons has made a good choice with the soundtrack, drawn from the successful British black comedy Shaun of the Dead. If the target group recognises the music, the connection is already established.

This ad follows the success of the first TV ad, aired in March 2006, which had the same theme. In the previous ad, a young man eats the chicken bites at a bus stop and the surrounding pedestrians turn into zombies when they notice the food.

BrandIndex shows a positive change in Mattessons' recommend scores, jumping 3% within two weeks to a score of -5%. In the second half of May, the brand's recommend values are fairly stable, reaching 1% and 0%.

However, Mattesons' corporate scores seem more "difficult to please". The corporate scores have not shown a permanent positive change for the brand, sitting in the range of -5% to -3% since the ad first aired.

The campaign will run for six weeks on TV and three weeks in cinemas, allowing Mattessons to strengthen its brand health.

YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.

It is measured on a seven-point profile:
1. Buzz
2. General impression
3. Quality
4. Value
5. Satisfaction
6. Recommend
7. Corporate reputation

In addition, we supply an index score.

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