Campaign details
Agency: ToucanCountry: United Kingdom
Background
Market conditions:
- Meat snacking category in the UK worth approx £120m.
- Peperami has long been the market leader but still massive potential to grow as it had only 12.7% household penetration in a category that had 96%.
- Large number of consumers are open to meat snacking but don't buy Peperami yet. Lots of new market entrants, particularly in beef jerky and biltong.
Competitive environment:
Mattessons Fridge Raiders were increasing in value in the category faster than Peperami. Copycat brands entering the market e.g. Snackeroni, which is taking share in Asda,...