SNICKERS unleashes hangry trolls in new T&P sports campaign

SNICKERS is turning hungry sports spectators into real-life trolls in a new Australian campaign from T&P and Publicis One Mars.

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The work brings the brand’s long-running ‘You’re Not You When You’re Hungry’ platform into Australian sporting culture. Actor Broden Kelly stars as a mild-mannered spectator who transforms into a prosthetic-covered “hunger troll” during a friendly match.

His character directs a hangry tirade at the amateur players before another spectator steps in with a SNICKERS. Bespoke versions of the film have also been produced around AFL and NRL sporting moments.

Taking the platform into Australian sport

The ‘You’re Not You When You’re Hungry’ platform has run globally for more than 16 years. The new work uses the heightened emotions of sport to give the established idea a local setting.

Rachel McClernon, Mars Snacking senior brand manager for SNICKERS, said: “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!”

T&P worked with production company Haven’t You Done Well Productions and co-directors Max Miller and Mark Bonanno, who are also known for their work with Aunty Donna. Sharp FX created Kelly’s troll prosthetics.

Ryland Summers and Tom Fitzgerald, senior creatives at T&P Australia, said: “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.”

Campaign targets high-emotion sporting moments

Publicis One Mars developed the media approach around sporting audiences, with the campaign set to run across TV, online video and Kayo. It will also appear inside the MCG during the AFL Grand Final.

Outdoor and Twitch activity will extend the campaign later in August.

Jasmin Christie, group planning director at Publicis One Mars, said: “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."

Campaign credits

• Creative and production: T&P Australia
• Media: Publicis One Mars
• Directors: Max Miller and Mark Bonanno
• Production company: Haven’t You Done Well Productions