Peperami: The Consequences of Unleashing the Beast

Justin Kent

Gold winner (new campaigns for previously advertised brands). Previous advertising had grown the brand and obtained high awareness, but by 1992 penetration had levelled off and volume growth had slowed.
Agency: Still Price LintasAuthor: Justin Kent

Peperami: The Consequences of Unleashing the Beast

INTRODUCTION

This story demonstrates how the insight into peoples' intimate relationship with eight inches of meat led to one of the most exciting, provocative and undoubtedly successful food campaigns ever to be produced.

BACKGROUND

Peperami arrived in this country by mistake back in 1982.

Mattessons, the importer, was expecting a 40 foot container load of pt from Germany but instead were lumbered with five tonnes of salami sticks on the Dover quayside. Unwilling to apportion blame, they off-loaded the surrogate pt with...

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