Peperami is rolling out ‘Be Bold. Be Meaty.’ – a new more story-led brand platform designed to engage with 18 to 25-year-olds.
The move marks a shift away from product-led advertising and a repositioning of the brand beyond its association with family lunchboxes. While the ‘Animal’ character remains part of the brand world, the new direction focuses on more grounded storytelling aimed at younger consumers.
The campaign is spearheaded by a short film about a barber in a rural town who drives interest in his business by giving mullets to sheep. Shot in a gritty, social-realist style, the film taps into Peperami’s irreverent tone while aligning with themes of ambition and individuality.
Alongside the film, the campaign includes a social-first content series featuring former footballer Micah Richards – who ends up with a dodgy haircut – supported by influencer activity and user-generated content to maintain momentum over a six-month period. A collaboration with Doritos will also feature as part of the wider activity.
The brand encouraged retailers to ensure strong availability of Peperami lines to capitalise on increased visibility and relevance among younger shoppers.
