Mattessons was a small brand with a big problem. Whilst successful in the past, by 2012 sales were in decline. To make conditions even more challenging, it had decided to take on one of the most well established categories in the UK. With the launch of Fridge Raiders, a flavoursome and bitesized chicken snack, the brand had an ambition to extend into the snacking category, inadvertently taking on giants such as Walkers, Doritos and Pringles. Soon after winning the account we realised that whilst TV was effective in reaching mums, we needed a new approach to engage our end consumer; teenagers. We had to be creative not only in our idea, but in our choice of media. We partnered with a gaming celebrity to co-create the world’s first meat snacking helmet with teenage gamers from around the country; the MMM3000. The campaign was highly successful for Mattessons; its Facebook presence grew from 0 to over 127,000 fans in just eight weeks with campaign films reaching over 3million views and 219,000 likes on YouTube. Most importantly MMM3000 delivered real business value. Sales volume increased by 20%, generating £400,000 in absolute profit. In short, this paper proves once and for all that social with a sufficiently strong creative idea can pay its way in the real world.