Rustlers wanted to shift from focusing on convenience, to highlight the fact that their burgers can really satisfy hunger. So we created the Hunger Monkey. He’s the living embodiment of that primal urge and craving we all have for the food that we know will hit the spot. His job is to taunt Simon until he makes the right choice – a Rustlers.

The campaign was supported by a targeted Twitter campaign with the Hunger Monkey appearing in Vine videos when people talk about snacking. A month-long Facebook competition also ran alongside, featuring four specially created supporting videos where the Hunger Monkey continues to taunt Simon.