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Global

Location
United Kingdom

Service
Communication

Tag
Food & Drink

Peperami

Challenging the nation’s snacking habits during the pandemic

What was the challenge?

Peperami has a strong track record with ‘knock your socks off’ brand communications.

However, in 2021, with the UK entering its second year of lock-down and consumers continuing to find themselves stuck at home, a different approach was needed.

What was our thinking?

Research suggested that UK consumers had become worryingly predictable and unimaginative in their snacking habits as a result of more than a year spent largely at home. We needed to continue Peperami’s campaign against the boring (an approach we helped to launch in 2020), present Peperami as the imaginative and tasty alternative whilst at the same time creating entertaining and shareable social content.

What did we do?

With the help of Rio Ferdinand, Olly Murs and Joe Swash, we challenged the nation’s unadventurous snacking habits and encouraged snackers to ‘Ban the Bland’.

Taking to YouTube, our 6”, 10” & 20” ads called out some of the nation’s most uninspiring and lifeless snack suggestions, before directing the public to freepeperami.com to claim their free product. We had even more fun on BVOD, where we let our own protagonist, Animal, run riot in The Museum of Bland Snacks.