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A geek who flouts minor rules is the poster boy for Mattessons' new campaign, which aims to change people's snacking habits.

Saatchi & Saatchi created the TV ad, in which a bespectacled man in a parka rebels against "no loitering" and "keep off the grass" signs before passing by the crisps section in a shop and picking up some Mattessons snacks for a quick bite instead.