Mattessons targets mums in latest ad push

Kerry Foods unveils its new TV advertising campaign for the Mattessons Smoked Pork Sausage range tonight (19 April) under the new ‘It’s a Primal Thing’ tagline.

The ad follows the theme of the recently launched Mattessons Fridge Raiders Primal Urge advertising campaign.

The new campaign, which was created by Quiet Storm, aims to target mothers in their role as “the hunters and providers for their families”. It centres on her “Primal Urge” to feed the family.

The ad starts with a man beating on a lunch box as a drum, because he wants a Mattessons Smoked Pork Sausage to appease his hunger, followed by other instances of family members drumming on different surfaces.

While they drum, the mother is in the supermarket shopping and only when she picks up a pack of Mattessons Smoked Pork Sausage does the drumming stop.

Derek Williamson, marketing director at Kerry Foods, says: “The ‘Hunger Drummers’ Ad campaign engages the target audience and implies Mattessons Smoked Pork Sausage are the only way to satisfy the hunger drums of the family.”

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