Nestle is challenging Batchelors' dominance of the pasta snack
category with a £4 million relaunch campaign for its Snack Stop
McCann-Erickson has developed an integrated campaign, climaxing in a TV
spot breaking next week, which uses the former strongman Geoff Capes in
a tongue-in-cheek attack on the idea of instant snacks. Capes fronts a
campaign calling on the British public to save the traditional takeaway
from the threat posed by potted snacks such as Snack Stop.
A 60-second TV spot, which breaks on a satellite schedule on 1
September, opens with Capes addressing the viewer from across the
counter of a typical East End chippie.
After introducing himself as "Geoff Capes, former athlete and
strongman", he talks, in hushed serious tones, of a tragedy being played
out on the high street. The introduction of nutritious pasta snacks
means that "the chips could be down for the traditional takeaway".
Marching past curry houses, kebab shops and Chinese takeaways, Capes
soliloquises on the cultural loss that this would represent.
The ad includes a campaign song "Don't Take Away my Takeaway", and a
slogan: "snack off Snack Stop!", which is emblazoned on the side of an
ice-cream van. The advertisement closes with a link to the campaign
website, www.saveourtakeaways.com, which has been developed by KLP Euro
Capes has spent the last month drumming up awareness of an undisclosed
threat to UK takeaways through a spoof campaign involving appearances in
The Sun, The Mirror, Loaded, Radio 5 Live and Radio 4. In addition
23,000 support packs including in-store posters have been sent to
takeaways around the country. Additional print and poster ads will break
alongside the TV spot this week.
"We wanted to create an event rather than a campaign," the
McCann-Erickson creative director, Luke White said. "We don't know what
the backlash will be when media people find they've been duped but we
hope it'll add to the exposure."
Batchelors has pushed the boundaries for risque advertising in the
category, most noticeably with the toilet-themed ad for the Super Noodle
Vindaloo brand, which broke in June.
Batchelors this year upped its spend on SuperNoodles to £5.2
million as it aims to defend its leadership of the sector. The brand
currently has a 66.7 per cent share of the £35.4 million savoury
"It's aimed at people who have just left home and are cooking for
themselves but can't be bothered to do it," White said of the Snack Stop
"It's providing an alternative to popping into the chippie on your way
The Snack Stop ads were written by Rick Chant and Barney Hobson and
directed by Steve Bendelack. The production company was Baby. Media
planning and buying was by Universal McCann.