Mattessons Fridge Raiders - How the world's first meat snacking helmet proved that social can pay its way in the real world
In 2012, Mattessons sales were declining. To tackle this, and capitalising on the successful ‘Hank Marvin’ broadcast campaign, Mattessons Fridge Raiders decided to target teens who snack and game after school. And so the ‘MMM3000’ – the world’s first meat snacking helmet co-created by a social community – was born. Delivering a sales uplift of 20%, a revenue ROMI value of 4.71 and 127,000 teenage fans, the ‘MMM3000’ used social media as a platform for getting young consumers involved and excited about the brand. This demonstrated an efficient alternative to TV that lead Mattessons to change their future marketing model.