Kerry Foods is set to launch a GBP4m (US$8m) TV push behind its Mattessons Fridge Raiders chicken bites range in the UK.

The campaign will run on national TV for six weeks. This will be followed by three weeks in cinemas, timed to coincide with the launch of the new Indiana Jones movie.

The range has recently been extended with the addition of two new variants. It was also relaunched with a new logo and packaging.

The strapline for the new campaign is "Brings out your carnivorous side" and depicts a man becoming progressively more animalistic as he eats Fridge Raiders bites.

"Our aim was to communicate in no uncertain terms that Fridge Raiders chicken bites are irresistibly meaty," David Warren, Mattessons marketing controller, said.