SNICKERS targets sports trolls in T&P campaign

SNICKERS is targeting the frustrations of hungry sports spectators in a campaign developed by T&P Australia and Publicis One Mars, extending the brand’s You’re Not You When You’re Hungry platform into the Australian market.

The campaign features actor Broden Kelly transforming into a hunger-fuelled troll who directs a series of complaints at amateur sports players during a friendly match. Another spectator offers him SNICKERS, helping to resolve his hunger-driven behaviour.

T&P brings SNICKERS hunger troll to sport

The hero film was produced by Haven’t You Done Well and directed by Max Miller and Mark Bonanno, known for their work with Aunty Donna. Prosthetics company Sharp FX created Kelly’s troll transformation.

Rachel McClernon, Mars Snacking Senior Brand Manager, SNICKERS: "This platform has been iconic for building the SNICKERS brand globally, so it's been incredibly rewarding to work on a local chapter with such a fun storyline. I think we've all experienced hangry-troll behaviour at a sporting game or two, so this spot pokes a bit of fun at those that might be in need of some satisfaction – we definitely think it's memorable!"

The campaign also includes bespoke films created for Australian Football League (AFL) and National Rugby League (NRL) sporting moments.

Campaign extends SNICKERS platform in Australia

Ryland Summers and Tom Fitzgerald, Senior Creatives, T&P Australia: "It's a real honour to have been able to add to the iconic SNICKERS 'You're not you when you're hungry' legacy. And working with Haven't You Done well is always a pleasure, they have an innate ability to bring our ideas to life in such a collaborative and fun way."

The campaign uses sport as the setting for the brand’s hunger proposition, targeting audiences during moments when spectator emotions are heightened.

Publicis One Mars develops multi-channel strategy

Jasmin Christie, Group Planning Director at Publicis One Mars: "Sport provided the perfect cultural canvas to bring 'You're Not You When You're Hungry' back into the spotlight, allowing us to connect with passionate fans at scale in moments where emotions run high. By reaching chocolate buyers and sports lovers through a high-impact, multi-channel media ecosystem, we've created a campaign that rebuilds mental availability and keeps SNICKERS front of mind when hunger strikes."

The campaign is running across television, online video and Kayo, with placements at the Melbourne Cricket Ground during the AFL Grand Final. Out-of-home and Twitch activations are scheduled to follow later in the month.

www.snickers.com

www.tandpgroup.com

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