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).

NATIONAL CONTEXT OF THE CAMPAIGN

With the UK in World Cup mania in June and July 2010, there was a real pressure on brands within a crowded and competitive marketplace to cut through. The 18-24 football-mad ‘bloke’ was at the centre of most marketing campaigns at that time.