Peperami: Providing the security and inspiration - to go mad

Justin Kent

The Peperami meat snack was well-established in the UK but sales had reached a plateau. This paper explores how the agency conducted semiotic analysis to determine consumers’ quirky relationship with the brand to create a new ad campaign.
Agency: Ammirati Puris LintasAuthor: Justin Kent

Peperami: Providing the security and inspiration to go mad

PEPERAMI: THE RISE, FALL AND RECOVERY

Peperami arrived in this country by mistake back in 1982.

Mattessons, the importer, expected a 40 inch container of pate from Germany but instead were lumbered with five tonnes of ambient salami sticks on the Dover quayside. Instead of starting World War III, they off-loaded the surrogate Pate with their van delivery system and the brand has never looked back since.

Well only once. On December 4th 1987 a warning was broadcasted on...

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