Peperami: Fanimal
Agency name: Billington Cartmell Client name: Unilever Category: Product Launch/Relaunch/ Trial campaigns
BACKGROUND
With more than a million households joining the ‘meat snacking’ category in the last 12 months, penetration was the key opportunity for Peperami - as consumers continued to flee chocolate and crisps in their search for something more substantial, and less challenging to health concerns.
The entry of Fridge Raiders into the category has had a significant impact on both the category itself (growing category penetration by 3.6%) and Peperami (which has been significantly outperformed by Fridge Raiders).