How they were getting left behind

Peperami was famous, but stuck in the smallest league of snacking. The brand owned lunchboxes and nostalgia, but younger adults saw the brand as a childhood throwback not a snack for serious consideration. At the same time, crisps dominated the category culturally, while Peperami’s communications had become focused on launching products rather than building the brand.

How we pioneered a new solution

Using cultural insight and consumer research, we repositioned the brand around a new emotional promise: bold taste and meaty protein satisfy cravings so people can get back to being their fearless, meaty selves.

That led to a new platform: “Be Bold. Be Meaty.” where we shifted away from slapstick product advertising toward audience-led humour, fandom and social-first storytelling.

But we didn’t stop there. The new platform was fully integrated across SVOD, Social, Shopper and OOH and incorporated big brand ambassador talent from Micah Richards as well as a host of influencers and UGC creators, culminating in over 150 assets.

How it impacted the business

Results to follow.