Mattessons unveils fashion concept

Quiet Storm has created a press and postcard campaign for Mattessons Turkey Rashers that repositions the brand as the latest must-have product for celebrities.

The two Vogue-style ads, which break this week, feature models wearing the packs of rashers as different accessories.

In one execution, a male model is listening to a "turkeypod" instead of an iPod. In the other, a woman is wearing the pack as a handbag.

The copy reads: "Model wears 'Handbag' from the Mattessons Turkey Rashers collection 2004.

"20p off the latest must-have accessory.

"From Brad to Jen to Clooney, all the celebs are choosing Mattessons Turkey Rashers with the great taste of bacon and less than 2 per cent fat."

The postcard versions will be distributed to health clubs and supermarkets nationwide, with the press executions scheduled to appear in health and lifestyle glossy magazines.

The main target audience is bacon eaters but the campaign is also aimed at the well-being and health markets.

Media planning and buy-ing is handled by Universal McCann.

The art director was Trevor Robinson and the writer was Becky Clarke.

Photography was by Sandro Hyams with design by Kerve.

Quiet Storm won the £3 million brief to revitalise the Kerry Foods-owned Mattessons cooked meats brands last year after a four-way pitch against the incumbent, McCann-Erickson, Soul and Partners BDDH.

Toby Langton, the marketing controller for Kerry Foods, said: "Quiet Storm has once again managed to provide an innovative, strategic and creatively strong campaign."

Clarke added: "With this campaign, we have created advertising that is innately stylish in order to build a distinct personality for a great product."