Attack-a-Snak is a new lunchbox product from the Irish food company Golden Vale, and comes in three varieties: chicken tortilla wrap; ham tortilla wrap; and ham with crackers. The packs also contain Heinz Tomato Ketchup and Cheestrings.
Golden Vale hopes it will make a dent in the lunchbox market, where it goes up against products such as Dairylea Lunchables.
Advertising, created by Quiet Storm, breaks next week for Attack-a-Snak. It shows children in an underground den, similar to a scene from 'Fight Club'. The atmosphere is one of revolution, with the gang's leader inciting the group to attack conventional ways of eating food with a knife and fork.
It was written by Becky Clarke and art directed by Trevor Robinson, both of Quiet Storm, and was directed by Kevin Chicken. Media is through BBJ.
The ads will be shown across terrestrial television in the UK and Ireland from November 11 until the end of the month.
Jane Hammond, marketing manager at Golden Vale, said: "Quiet Storm has taken a highly innovative and creative approach to communicating the brand's slightly anarchic but fun heritage. Attack-a-Snak is cool with plenty of street cred, and offers kids a great alternative to conventional snacks."
'Fight Club' was a cult novel by Chuck Palahniuk, adapted into a big-budget movie starring Brad Pitt, in which middle-class men try to find some kind of reality by running underground, bare-knuckle fights. It spawned the phrase: "The first rule of Fight Club, you don't talk about Fight Club."
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