Cheezie by name cheesy by nature

Tim Browne

What made the 1993-97 Peperami 'Animal' advertising so strong was that the product and the personality used to promote it were so perfectly linked - summed up in the double meaning of the line, 'It's a bit of an animal'.
Agency:Author: Tim Browne

Cheezie by name cheesy by nature

Chapter 1: Peperami; It’s a bit of an animal - the legacy

What made the 1993-1997 Peperami ‘Animal’ advertising so strong was that the product and the personality used to promote it were so perfectly linked. This link is summed up beautifully in the double meaning of the line,

‘It’s a bit of an animal’.

On the one hand this is a straightforward expression of the product content, described on the pack as ‘not less than 100% meat’ - pork to be accurate. On the other hand it sums...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands