Boosting ROI by unifying two contrasting communications approaches.
Brand positioning
Design strategy
Communications
Peperami (UK) and BiFi (Germany and Benelux) are similar products but with different names and communication histories. When challenged to grow both brands across Europe, we decided to combine them under one strategic approach.
Following our comprehensive review of the market, we defined European users of meat snacks to be mainly ‘on-the-go’. Youngsters, who like to have something hearty when hunger attacks. We reanimated the ‘Animal’ character (already popular in the UK) and made him the star of all European communications. He is famous for his animalistic behaviour in the most unexpected ways.
Cinema
We made this TVC as part of a wider promotional campaign to win free cinema tickets.
IT’S A BIT OF AN ANIMAL
Pork Juice
Peperami continues its quest to fight the ‘wussification’ of men. Yoga-soja-lattes, broccoli beard grooming, cucumber eyecare... society is stripping men of their masculinity. To break this not very vicious circle, we developed our own detox drink - PORK JUICE.
The new drink contains all your superfoods such as beetroot, hazelnuts, black truffle and alfalfa sprouts, all drowned in liquidised Peperami. Loads of Animals were hurt during the mix! The stunt kicked off in London’s health food heaven, Primrose Hill before taking on Camden then Westfield Stratford.
