Matthews took part in the stunt to help launch nine new character-themed red noses, which are being made available at Sainsbury’s stores and online nationwide.
Colleagues at the supermarket were advised that they were being filmed for an internal training video, and when they walked down the fruit and vegetable aisle of the store Matthews surprised them by bursting out of the fresh tomato crate.
He wore the 'Snout Dracula' red nose character, and also painted his face red to blend in amongst the tomatoes.
"It was a no-brainer taking up the challenge of hiding amongst the tomatoes and surprising the team," Matthews explained. "There were some really entertaining reactions, lots of surprises and a few colleagues who almost jumped out of their skin - it’s not something you expect to encounter in the fresh produce aisle."
Brand experience agency Cake worked with Sainsbury's on the activation.
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