Peperami’s major 2018 on-pack promotion partnership with Merlin Entertainment needed to be communicated with energy, character and scale.
The gap between passive brand awareness and active purchase intent needed to be bridged by adding tangible value and rewarding shoppers for purchase. In talking to ASDA and Tesco shoppers, we needed to reinforce Peperami’s position in the Meat Snacks category as THE dynamic and fun brand.
Using the brand mascot to leverage effectiveness, we brought the story to life through animation. Working alongside Collidascope, we were able to implement, track and optimise the performance of a new shopper comms strategy through the placement of branded digital assets.
This approach helped to boost sales and drive gains in household penetration with net volume sales rising by 8% and value sales by 2.2%. The penetration growth also outstripped the category in 3 out of 4 main supermarkets.